{"id":1859,"date":"2025-09-29T10:13:17","date_gmt":"2025-09-29T10:13:17","guid":{"rendered":"https:\/\/novaexpressao.pt\/index.php\/2026\/04\/29\/from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth\/"},"modified":"2026-06-26T11:59:11","modified_gmt":"2026-06-26T11:59:11","slug":"from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth\/","title":{"rendered":"Brand Building and Performance Marketing Divide Industry Experts"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1859\" class=\"elementor elementor-1859 elementor-1338\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-29e31b54 e-flex e-con-boxed e-con e-parent\" data-id=\"29e31b54\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7fdc5720 elementor-widget elementor-widget-text-editor\" data-id=\"7fdc5720\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"my-1 text-center text-sm md:text-base font-primary text-gray-700\"><h4>\u201cBrands are built over time, but to survive they also need to deliver results today,\u201d says Ricardo Pereira, co-founder of Comon, the agency behind a conference (pictured) on balancing short- and long-term investment strategies.<\/h4><\/div><p>The balance between investing in brand-building and performance marketing remains a subject of debate among industry experts, as demonstrated by the speakers at the \u201cLong vs Short Term\u201d conference, organised by Comon in partnership with Nova Express\u00e3o. The event took place at Hood, in Lisbon, on 25 September.<\/p><p>Whether to invest in brand-building or performance marketing remains a divisive issue among industry experts, as reflected in the discussions at the \u201cLong vs Short Term\u201d event, organised by Comon in partnership with Nova Express\u00e3o at Hood, in Lisbon, on 25 September.<\/p><p>\u201cA castle without its fa\u00e7ade can easily be breached,\u201d warned Mariana Coimbra, Marketing Director at ERA, arguing in favour of investing in brand building. \u201cA product alone will not sell. People buy according to their motivations. My sales network keeps asking me to invest in the brand because whenever we launch a campaign, more people walk into our branches afterwards,\u201d she said.<\/p><p>\u201cA brand strategy should be focused on creating opportunities for sales,\u201d argued Ana Andr\u00e9, consultant at Comon and a strong advocate of continuous investment in brand building. In the view of the former Marketing Director at Leroy Merlin, this can be achieved with more modest investment levels.<\/p><p>\u201cIt is increasingly possible to invest in brand building with very little\u2014or even no\u2014money, by generating virality and capturing consumers\u2019 attention. The same cannot be said for performance marketing,\u201d Ana Andr\u00e9 said.<br\/><\/p><p>Mariana Coimbra pointed to Gleba, Musa and Swee as examples of brands that have successfully attracted customers without spending millions. \u201cWe should not be afraid to look beyond the big players and their astronomical budgets. It is no longer necessary to make huge investments to reach consumers. What matters is not wasting budget simply to keep the funnel alive,\u201d said the ERA Marketing Director. <\/p><p>Filipe Almeida, Digital Director at Science4you, takes the opposite approach, favouring performance marketing to drive sales. The company focuses its investment on Amazon and its own e-commerce platform to acquire customers. \u201cEighty per cent of our advertising budget is allocated to the channels where people buy toys. We reach them with our product, which is our king. That is how we have successfully entered markets such as Italy, Germany and the United States, despite having no brand awareness there,\u201d he said. <\/p><p><span style=\"--tw-border-spacing-x: 0; --tw-border-spacing-y: 0; --tw-translate-x: 0; --tw-translate-y: 0; --tw-rotate: 0; --tw-skew-x: 0; --tw-skew-y: 0; --tw-scale-x: 1; --tw-scale-y: 1; --tw-scroll-snap-strictness: proximity; --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgb(59 130 246\/0.5); --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; --tw-shadow-colored: 0 0 #0000; border: 0px solid #e5e7eb; font-weight: bolder;\">Marketers Under Pressure to Deliver Quick Results<\/span><\/p><p>The balance between short- and long-term strategies was also discussed at the event, with speakers acknowledging the challenge of communicating brands, products and services in a market that is constantly evolving.<\/p><p>\u201cFor us, the \u2018short term\u2019 is actually quite long. Many short-term initiatives take time to deliver results because our value chain is long, even though we are under constant pressure to produce results quickly,\u201d said S\u00e9rgio Carvalho, Marketing and Customer Director at Fidelidade.<\/p><p>\u201cBalancing the short and the long term depends on the activity we carry out throughout the year. Since 70% of our business relies on conversion, we need campaigns that drive sales. At the same time, we must ensure the brand remains top of mind with consumers by building a marketing plan that strikes the right balance between the two,\u201d said Andreia Vaz, Marketing and Consumer Experience Director at Worten.<\/p><p>The specific nature of different businesses also brings distinct challenges. \u201cSponsorship agreements are negotiated well in advance, which requires us to take a long-term view. At the same time, because our business is digital, it comes with its own level of complexity. There is a great deal of unpredictability, so we have separate decision-making processes that allow us to respond more quickly when immediate action is needed,\u201d said Tiago Sim\u00f5es, Country Manager of Betclic.<br\/> <\/p><p>Ismo Nikkola, Senior Vice President of Marketing and Brand at Finnish dairy company Valio, shared an in-house planning methodology developed by the company. \u201cWe have a long-term plan, but it is intentionally broad. Every four months, we review and refine it based on the needs of the business and the performance data we receive,\u201d he explained. <\/p><p>\u201cBrands are built over time, but to survive they also need to deliver results today,\u201d concluded Ricardo Pereira, co-founder of Comon and one of the event\u2019s moderators. Meios &#038; Publicidade was the event\u2019s media partner.<br\/><\/p><h6><span style=\"color: #008000;\"><a style=\"color: #008000;\" href=\"https:\/\/meiosepublicidade.pt\/2025\/09\/29\/brand-building-e-performance-marketing-dividem-especialistas\"><em><strong>Originally published in Meios &#038; Publicidade, 29 September 2025.<\/strong><\/em><\/a><\/span><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u201cBrands are built over time, but to survive they also need to deliver results today,\u201d says Ricardo Pereira, co-founder of Comon, the agency behind a conference (pictured) on balancing short- and long-term investment strategies. The balance between investing in brand-building and performance marketing remains a subject of debate among industry experts, as demonstrated by the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2427,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_destaque":"0","footnotes":""},"categories":[28,29],"tags":[],"class_list":["post-1859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ne-sgps-ecosystem","category-opinion-articles-interviews"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Building and Performance Marketing Divide Industry Experts - Nova Express\u00e3o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/novaexpressao.pt\/en\/from-strategy-to-execution-how-we-turn-data-into-decisions-that-drive-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Building and Performance Marketing Divide Industry Experts - Nova Express\u00e3o\" \/>\n<meta property=\"og:description\" content=\"\u201cBrands are built over time, but to survive they also need to deliver results today,\u201d says Ricardo Pereira, co-founder of Comon, the agency behind a conference (pictured) on balancing short- and long-term investment strategies. 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