The Brand Builder's Playbook // Smart Spend: Mastering Media Mix for Maximum Impact // With Damon Berger (GAP)
Description
Brand building or performance? TV or TikTok? Data or gut? Every marketer wrestles with how to spend smarter, not just more.
In the seventh episode of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker, along with guest co-host Kate Lamberton, dig into the art and science of the marketing mix. They explore how brands can cut waste, make every dollar work harder, and balance the short-term demand for results with the long-term need for brand strength
Joining the conversation is Damon Berger, Head of Consumer Digital Engagement at Gap Inc., who shares his perspective on building a culture that embraces both measurement and creativity. From MMM (marketing mix modeling) to cultural relevance, Damon breaks down how Gap is revitalizing iconic brands by staying true to their DNA while staying agile in a fast-changing market
The takeaway: when you put the consumer at the center, smart spending isn’t about choosing between brand and performance…it’s about making both work harder together.
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Download this week’s worksheet: https://bit.ly/3JI5FdV
Read about upcoming episode topics and guests here: https://bera.ai/podcast/
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