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Growth vs. Brand Marketing I hate marketing and growth being equated because a key part of marketing is brand marketing. Brand and growth skills, approach, and more are very different. So hiring a Head of Marketing to lead growth in a startup often ends up in one or both of these areas being compromised. Brand marketing following the growth process leaves no room for creativity and freedom to try out bigger riskier ideas. Growth being a part of the marketing process results in growth being seen only as marketing vs focusing on the full growth model. And yes marketing is broader than just brand marketing just as growth is broader than just marketing. It's just one of the reasons the two shouldn't be equated. How else do you feel the two differ?
Do not completely agree that online ads are part of brand marketing and not growth. Also re: « business impact » concerns both. For KPIs at growth I would put as the main user growth, ROAS, CPA / CPI, CAC. Revenue growth, and also subscription growth are relevant depending on business model.
Great comparison! Though I would say some of the example areas definitely crossover!
The difference is clear: long-term vision vs. short-term impact. Brand marketing builds identity and plants your name in the customer's mind—it's about sowing seeds today for a harvest tomorrow. Growth moves fast, hunting for opportunities that bring measurable results now. Both have their time and place, but when blended well, you create sustainable momentum with immediate wins and lasting impact
I've been on both sides of the fence and would consider myself coming from a blended place now, having been Growth/Product and then growing into Brand, and I think there's absolutely crossover between some of these areas - and there should be more crossover in some areas to help brand and growth work more in sync across the board.
The way I think about it is that brand builds the why and growth builds the how Daphne if you lose sight of either you lose the customer journey
Daphne Tideman, brand marketing focuses on identity; growth prioritizes metrics. Balancing both is tricky—creativity might get lost in the numbers game.
But they are all largely supportive of each other, which is why well funded businesses grow quickly as the combination of brand recognition and availability of cash brings opportunities to the table that you wouldn’t be able to access otherwise. Hacky growth is becomig more challenging IMO.
Agree on the whole, yet I'd add that Growth and Brand, although very different, should not operate in isolation
GM @ The Work Index || Director of Growth @ Flexa || Growth Coach & Advisor
1dGrowth and product are arguably closer