Brand and performance marketing have been treated like rival sports teams for decades. Different budgets. Different goals. Different incentives. But is that divide actually helping anyone, or is it costing businesses more than they realize?

In this episode of The Hypothesis, our host Santana Blanchette, sits down with Phil Ware (VP of Strategy), Eric Sloan (VP of Data & Strategy), and Jorge Shaadi Moreno (Director of Paid Media) to unpack why these two functions are siloed, what it actually costs when they don't communicate, and how teams can start working better together without waiting for an organizational overhaul.

We get into:

-Why the brand vs. performance divide exists in the first place, and why it's largely artificial
-What "brand formance" actually means, and whether it's useful or just a buzzword
-Why you can't apply a performance measurement lens to brand and expect it to make sense
-The gap in the middle of the funnel that most organizations are ignoring
-When brand advertising actually makes sense (and when it's just burning money)
-Practical steps for getting brand and performance teams to actually work together

Whether you're managing both sides of the funnel or just trying to explain to your CFO why brand matters, this one is worth your time.

The Hypothesis explores the strategies, tactics, and insights that drive growth in the performance marketing world. 

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