MiM Masterclass: Brand vs Performance. The Metrics That Matter
24 June | 14:00–15:30 BST | Live on Zoom

This MiM-Masterclass tackles one of the most pressing and persistent challenges in modern marketing: how to balance short‑term performance with long‑term brand growth, and how to measure both in ways that actually support commercial decision‑making.

Brand versus performance is still treated as a debate. In reality, it's a budgeting, measurement and confidence problem and one that continues to divide marketing investment (especially in the B2B world).

This session will explore how short term results, long term brand growth and attribution models intersect.

Led by experienced practitioners spanning brand strategy, performance channels and marketing leadership, the session cuts through theory to focus on what actually influences decisions, where metrics help, and where they quietly mislead.

Expect clear thinking, practical insight and an open, moderated discussion grounded in the realities of niche, complex and often conservative markets.

Topics we'll debate:

Is brand vs performance a false divide or a reflection of how success is still measured?

Which metrics genuinely shape board level decisions and which simply create comfort?

What brand demand looks like in maritime and other specialist B2B sectors