Brand + Demand: The New ROI Playbook for 2025.

Smart Brands Blend

Awareness & Performance to Unlock Growth.

The Old Debate

For years, marketers argued over whether to put budgets into long-term brand building or short-term performance. But in 2025, the most effective brands are done choosing sides. They’re proving that when you integrate brand and demand, you don’t just grow awareness, you grow measurable revenue.

Nike’s “Dream Crazy” Campaign

Nike's 2018 "Dream Crazy" campaign, featuring Colin Kaepernick, was a strategic move that blended brand storytelling with performance marketing. Despite initial backlash, including calls for boycotts, the campaign led to a significant increase in online sales.

In the days following its launch, Nike's online sales surged by 31% compared to the same period the previous year.

This campaign shows how integrating brand narratives with performance tactics can drive both engagement and revenue.

Airbnb’s Strategic Shift

In 2019, Airbnb cut performance marketing spend by $541 million and shifted focus to brand storytelling. By leaning on their “Belong Anywhere” narrative, Airbnb inspired travelers emotionally and built deeper loyalty. Bookings and profitability grew, proving that long-term brand investment can outperform short-term acquisition tactics.

The 60/40 Rule

Research from Les Binet and Peter Field shows that the most effective strategies use roughly 60% of spend on brand building and 40% on activation. This balance primes trust and memory while still driving short-term action. Ratios should be adjusted based on brand size and category, but the principle is clear: integration beats siloed tactics.

The New Playbook

Full-funnel integration is the ROI playbook. Brand primes consumer memory and trust, while demand tactics capture that equity at the point of action. Nike, Airbnb, and the Binet & Field research all show that when brand and demand work together, each amplifies the other, delivering impact now and building equity for tomorrow.

Bottom Line

In a performance-saturated landscape, brand equity multiplies the effect of every demand dollar.

The question isn’t “brand or demand?” anymore.

It’s whether your team has the courage and discipline to blend them.