You can build brand if you do DR / performance right

You can (and should) build brand equity on the back of your hard-working performance dollars.

That means your funnel — ad creative, landing pages, email creative — all do a good job of re-iterating the WHY.

DR should still feel connected to the whole — the best ads are Iterative and episodic.

They’re Instantly recognizable and accrue value and meaning through exposure and re-exposure over time.

Even if it’s BOF content, re-iterate the WHY.

If you have a well thought out system for your performance ads, you can communicate the brand through repetitive, serialized exposure and allows the relationship between brand and customer to evolve and compound over time.

That brand accrual ultimately lowers CPA and increases LTV.