Brand strategy that makes ads work better

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Building Brand and Boosting Performance
Insights from Chewonthis

Balancing brand-building with performance marketing isn’t just an option anymore—it’s essential. Here’s how you can make brand and performance work together to thrive in 2025.

Why You Need Both

1️⃣ The Performance Trap: Performance marketing was the go-to for rapid DTC growth, but rising customer acquisition costs (CAC) and platform competition are forcing brands to rethink. Investing solely in direct-response ads leaves brands chasing a shrinking pool of in-market customers.

2️⃣ The Brand Advantage: Building brand awareness powers long-term growth. When consumers recognize and trust your brand, performance ads become more effective. Case studies show that smart brand marketing can slash CACs by up to 70%.

3️⃣ Measure Brand Impact: New tools like Media Mix Modeling and Multi-Touch Attribution let brands measure the impact of brand-building efforts, even for smaller campaigns. Metrics like direct traffic, organic search, and purchase consideration reveal how a brand lifts performance.

The Takeaway: Brands that integrate brand marketing with performance ads aren’t just surviving—they’re thriving. From experimenting with TikTok Shop as a top-of-funnel channel to testing TV campaigns for expanded reach.

Focus on building awareness and trust while optimizing performance channels. The future isn’t brand or performance—it’s brand and performance, together driving profitable growth.

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🎧 Transform Any Content into AI-Generated Audio Discussions

Illuminate makes it easy to convert articles, research papers, or web content into engaging audio discussions using AI. Here’s how you can generate shareable audio content effortlessly.

Step-by-Step Guide:

Step 1: Visit Illuminate and sign up for an account to access credits for generating audio discussions.

Step 2: Click on "Start Generating" to begin. You can either enter the URL of the source content you want to transform or search for research papers using relevant keywords.

Step 3: Customize the audio discussion by selecting the tone and voice that best fits your target audience.

Step 4: Provide a detailed prompt for the AI to tailor the discussion. For example:"Create a semi-professional conversation suitable for a general audience, medium duration, with engaging insights."

Step 5: Click "Generate" and wait for a few seconds while Illuminate processes your input. Once complete, you’ll receive an AI-generated audio discussion ready for playback or sharing.

Pro Tip: Experiment with tones and styles to suit different audiences, and adjust the prompt for varying levels of detail or duration.

Why It Matters: Illuminate transforms static content into interactive audio experiences, perfect for multitasking or reaching broader audiences. It’s a game-changer for educators, content creators, and professionals looking to make complex topics more accessible.

The Takeaway: Illuminate bridges the gap between text and audio by turning content into compelling discussions. Its customizable options and user-friendly design make it an invaluable tool for making information accessible, engaging, and easy to share.

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