Elliott Botterill argues brand is an amplifier for companies with profitable paid ads. Once you convert clicks to customers profitably, organic brand content acts like gasoline on fire, accelerating paid campaigns. Brand work should follow a proven paid-media engine, not precede it.
So I look at brand more of as an amplifier where once you have got a business that is up and running and have an engine where we can spend money on ads but convert it profitably into customers, we can then do some brand activity that is less strenuous and less demanding and we're less dependent on it that will amplify. Because once you've got good marketing up and running and you start producing a lot of brand organic content, That is like pouring gasoline on a fire and it makes all of your paid ads, etc., work so much quicker and more effectively and more profitable.
