June 22, 2026 global marketing and branding news. Today’s issue selected by Soulpapa Marketing.
Metric design determines integrated revenue for brand and performance
Over the past 20 years, performance marketing has taken the lead in marketing budget allocation by emphasizing immediate measurability. As a result, brand building has gradually lost investment priority due to the difficulty of proving its effects numerically.
HBR believes that by designing the right metrics, you can increase returns in both brand building and performance marketing. The perspective is that the two strategies can operate as a mutually reinforcing structure rather than competing for budget. As brand assets accumulate, the conversion efficiency of performance campaigns improves, and performance data can be used as evidence to refine brand messaging.
The remaining task for marketers is not to choose between the two strategies, but to establish a measurement system that can capture both short-term conversions and long-term brand effects.
This article is excerpted from Brand Marketing Issues/News on June 22, 2026. Check out the marketing news briefing selected daily by Soulpapa Marketing.
Frequently Asked Questions
We’re running brand building and performance marketing on separate budgets. How can we change this to a structure where the two strategies reinforce each other?
To transition from competing strategies to a mutually reinforcing structure, you need to start by changing metric design. The key is to use click and conversion data from performance campaigns as evidence to improve brand messaging, and conversely, to establish a system that tracks how brand asset metrics (awareness, preference) impact conversion rates of performance campaigns.
We continue to concentrate budget on performance only because it’s difficult to prove the effects of brand building numerically. Is there a practical way to convince executives?
The most practical way to convince is to connect with data the fact that as brand assets accumulate, conversion efficiency of performance campaigns actually improves. For example, if you compare and present CPA (cost per conversion) or ROAS changes before and after brand awareness rises, you can translate the returns of brand investment into performance metric language.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/06/22/news-2026-06-22-%eb%b8%8c%eb%9e%9c%eb%93%9c-%eb%b9%8c%eb%94%a9%ea%b3%bc-%ed%8d%bc%ed%8f%ac%eb%a8%bc%ec%8a%a4-%eb%a7%88%ec%bc%80%ed%8c%85-%ed%95%a8%ea%bb%98-%ec%9e%91%eb%8f%99%ec%8b%9c%ed%82%a4/
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