Marketers often worry that performance marketing and its focus on

short-term sales is overshadowing their brand-focused investments. At the core of this dilemma is confusion about how to properly set up brand the right brand measurement framework to evaluate the impact of activity in market.

On today's episode, Gosha and Alex parse through an HBR story that focuses on this issue and provide our commentary on how the authors' suggestions can be applied within marketing organizations.

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