EST
Date
Q3 2025
Subject
Design, Marketing
Most companies face the same challenge: drive sales now, while building a brand that lasts.
Lean too hard into short-term campaigns and you risk burning out your audience with discounts, promos, and transactional messaging. Lean too hard into brand work and you may not see the immediate numbers you need to satisfy investors, leadership, or even keep the lights on.
The truth is, growth isn’t about choosing one or the other. The real power comes from balancing both.
Sales Activation = Immediate Results
On the other side of the spectrum is sales activation — campaigns designed to capture demand right now. These are your discounts, product pushes, direct-response ads, and limited-time offers.
They’re powerful because they drive immediate action. If you need a revenue boost this quarter, sales activation is the lever to pull. But it comes with a catch: once the campaign ends, the impact usually fades.
That’s why activation is important, but incomplete. It’s the sprint in the growth marathon — effective in short bursts, but not something you can run on forever.
The Balance = Sustainable Growth
The most effective strategy isn’t choosing between brand and sales. It’s combining them.
According to Binet & Field’s landmark study, The Long and the Short of It, the optimal balance for most companies is around 60% investment in brand building and 40% in sales activation.
Why?
Brand creates future demand. It ensures people know you, like you, and trust you when they’re ready to buy.
Sales captures present demand. It turns that awareness into action and revenue.
Together, they create a cycle where brand fills the funnel, and sales converts it. Over time, this balance compounds into sustainable growth.
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