Data shows that adding brand marketing to a performance-driven engine can increase median ROI by 90%. The persistent tension between brand and performance stems from short-termism and the allure of easily measured clicks, creating a false dichotomy between two essential functions.

'Early access' marketing, where promotions begin far in advance of an event or season, is a major trend. It has grown 35% year-over-year across both business and consumer categories, showing a significant shift toward earlier campaign launches.

After Q4 holiday demand dries up, a surplus of TV ad inventory leads to significant discounts. Brands, especially in health and wellness, can use this period—dubbed Q5—to build momentum for Q1 at a lower cost, securing premium placements for up to 60% off.

SAS found its well-oiled demand generation marketing was hitting a ceiling of effectiveness. Investing in brand advertising was not just a long-term strategy but a necessary intervention to unlock further short-term growth. The brand halo effect increased the efficiency of all their performance channels, breaking the plateau.

For the first time, Coach led its Black Friday and holiday season with brand messaging, not promotions. This reflects a conviction that building genuine brand desire reduces the need to compromise on price, even during peak sales periods, thus protecting brand value.

To avoid skyrocketing CPMs and intense competition during the traditional Black Friday week, Comfort launches its holiday sales campaign on October 15th. The strategy is to be first to market, capture budget from early shoppers, and build momentum before every other brand starts their promotions.

Data reveals a 'doom loop' of diminishing returns for companies over-relying on performance marketing. Brand investment acts as a multiplier, improving conversion and efficiency. Campaigns that combine brand and performance see a 90% higher ROI, while performance marketing for a weak brand yields a negative 40% ROI.

In a volatile market, pressure mounts to focus only on short-term performance marketing. However, brands can't neglect brand building because strong brand awareness and relevance are what make lower-funnel tactics like retail media more efficient and effective in the first place.

Brands must recalibrate their holiday marketing calendars. Data shows the peak shopping season no longer begins on Black Friday but rather with Amazon's Prime Day in early October. This marks the true start of sustained consumer holiday spending, requiring brands to launch major campaigns much earlier.