How to integrate branding and performance: insights from the Cubo Open Day 2025 panel
Produced by Pupila Brand Studio
In what ways can companies harmonize their branding and performance? This was the main topic of discussion during the Cubo Open Day panel Daniel Alencar , CEO of Pupila, and Renan Ramos Cardoso , Head of Growth & Marketing at Conta Simples, for a candid discussion about the challenges and opportunities of this integration
The main objective of startups is to achieve immediate results, as stated in the introduction Manuela Barreiros The first day of the event featured. Google’s research revealed that 90% of B2B clients have already considered their suppliers at the beginning of their buying process, according to the moderator. This number sparked the discussion on the significance of branding in contexts that prioritize immediate outcomes.
The differentiation and compatibility of performance and branding are mutually exclusive
The panelists were told by Daniel Alencar that branding is the marketing discipline that seeks brand perception through intentionality. While branding is focused on meticulous execution and experience control, performance marketing prioritizes volume, results, and agility
The two disciplines had a traditional antagonism due to the fundamental difference in execution premises. Ensure consistency through consistent branding, which requires time and investment on one side. On the flip side, performance necessitates rapid and inexpensive processes to facilitate testing and optimization
Despite this, Daniel asserted that duality is not a profitable venture. The real truth is that there is only a decrease in the overall efficiency of the business. Finding methods to unite these universes is crucial.
From theory to practice
According to Renan, Conta Simples tackled the challenge by establishing a shared marketing area. ”
This unification translated into complementary goals — the acquisition team gained brand quality metrics, while the branding team received performance objectives. “The main thing was to transform this into a single team, it’s a marketing team that has challenges in both brand ownership and customer acquisition, ” explained Renan.
The three most common integration mistakes
Daniel Alencar pointed out three pitfalls companies often fall into when trying to align branding and performance:
How to measure branding success?
One of the most challenging questions in the branding world is results measurement. As Renan shared, Conta Simples incorporated brand awareness metrics into financial results meetings: “We start our meetings by discussing awareness, reach, how people are consuming our brand, before getting into conversion numbers. ”
According to Daniel, it is not easy to establish a precise measure of brand building success, but there are several indicators:
Questions that triggered the panel’s attention
Daniel and Renan suggested that we start with::
Produced by Pupila Brand Studio
From duality to synergy
With 56% of marketers struggling to meet content demands and budgets decreasing by 15% year over year, integrating branding and performance is no longer an option but a strategic necessity
The use of technology facilitates this change, enabling brands to preserve their original identity while maintaining high speed and scale operations.
The success of this integration process is dependent on four key pillars::
In the final analysis, it’s important to recognize that branding and performance are complementary forces, not antagonistic ones. Combined effectively they create a virtuous cycle in which every performance action strengthens the brand and whose strength increases performance results
The panel that took place during Cubo Open Day on 02/18/25 is summarized in this article. Don’t miss out on the opportunity to follow Pupila on LinkedIn and learn about the upcoming marketing season, or connect with us to explore how our technology can enhance your brand strategy