Why Performance Marketing Alone Can’t Sustain Long-Term Brand Success

Data has become a double-edged sword. On one hand, it offers unparalleled insights and precision; on the other, it can lead companies astray when misapplied. A compelling case study in this regard is Nike's recent debacle, succinctly summarized by Massimo Giunco: "Nike invested a material amount of dollars (billions) into something that was less effective but easier to be measured vs something that was more effective but less easy to be measured. In conclusion: an impressive waste of money." This statement encapsulates an important lesson for modern businesses about the dangers of an over-reliance on performance marketing.