Present straight from these. Bold labels mark each slide.

Brand or performance: where does the next dollar go?

• Perch has $200,000 for next quarter.
• The founder: "Move it all into performance — it returns four to one."
• Today's question: is that right?
• *Presenter note:* take a show of hands before teaching anything.

Two jobs a marketing dollar can do

• Performance = harvest demand that exists → sell *now* (traceable).
• Brand = create demand for *later* (remembered, not clicked).
• The test: harvesting, or creating?
• *Presenter note:* tell the October-film / December-purchase story here.

The dashboard's story

• Performance ROAS = 4.0x. Brand = ~0 traced orders.
• Quiet numbers: new customers flat 3 months; branded search down ~10%.
• The number that looks like proof is the one the founder wants to keep.

Why the 4.0x flatters itself

• Performance mostly harvests demand *brand* created.
• Hard-to-measure ≠ worthless (brand works by memory, not clicks).
• More into one channel returns less each time (diminishing returns).

The efficiency trap (the failure loop)

• Cut brand → ROAS holds a quarter → funnel empties → new customers fall → performance costs climb.
• The stall shows up a quarter *after* the cause.
• Efficient this quarter by starving next quarter.

60/40 is a reference, not a rule

• A databank average (Binet & Field, IPA 2013): ~60% brand / 40% performance.
• Shifts with the company's stage.
• Its job: challenge an *extreme* split like 85/15 — hold a brand floor above zero.

Your call: set Perch's split

• Decide the split; write one sentence defending it.
• No single right percentage — hold a floor, defend the direction.
• Name the one thing that would make you shift.

Debrief: the takeaway

• A great performance number tells you what you can *measure*, not what *works*.
• Fund selling-now without starving demand-creation.
• *Presenter note:* land the one-sentence takeaway from section 8.