Workshop 3D: Getting Back to Brand After Years of Chasing Conversions

The obsession with measuring everything has left many brands efficient at driving clicks but completely forgettable. This session tackles the challenge every marketing leader faces: how do you balance the constant pressure for immediate, measurable results with the slower work of building a brand people actually care about? We'll discuss how to guide teams who've been trained to chase every conversion, ways to make the case for investing in unmeasurable brand work, and strategies for running campaigns that don't force you to choose between sales today and relevance tomorrow. Come ready to share your own tug-of-war between brand and performance and leave with practical approaches for doing both well.