Michael Lorenzos hopefully ends one of the more tedious and intractable debates within marketing: the conflict between brand and performance marketing.

Brand marketers see performance activity as cheap, short-termist and diluting of the brand; performance marketers see brand activity as ineffective, fluffy, and imposing of unnecessary constraints on creative.

Lorenzos argues the sensible middle ground: that the dichotomy is a false one. Brand building helps drive sales and generally makes performance marketing perform better. Performance marketing builds brand associations. He ends with some great advice for both camps, and for the CMOs who are tasked with wrestling them into some kind of cooperation.