Your creative strategy is missing one thing
If you’ve been reading my emails over the past few weeks, you’ll have noticed a theme.
Brand builds demand. Performance captures it. And when the two aren’t working together, things start to break down.
Most businesses still separate the two, with brand “up top” and performance “down the funnel”. It sounds logical, but in practice it creates a disconnect.
You get brand work that looks good but doesn’t convert, and performance that becomes increasingly expensive.
What’s missing is the connection. A creative throughline.
One idea, repeated consistently, across both brand and activation. Not a channel choice, a meaning choice.
As Luke explained it in a recent video, creative can be engaging or entertaining, but if it isn’t tied back to the business, it doesn’t do much beyond the moment.
That’s the difference.
The idea stays consistent and connected, so every campaign builds the same memory.
Over time, brand builds that memory bank. Performance draws from it. Without it, performance has to start from zero each time.
That’s the expensive way to grow.
Brand doesn’t sit above performance. It runs through it.
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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.
