review.firstround.com · 2023-10-25
· 952d
Brand vs. Performance Marketing: A Founder's Budget Allocation Framework
Sarah Emmott and Holly Chen provide a strategic framework for startups to balance brand and performance marketing investments. The guide examines when to invest in each approach, using case studies like Airbnb, Monday.com, and Quibi to illustrate successes and failures in marketing budget allocation.
Metrics in this report
Revenue Scale Achieved
$10M to $500M$
5-year growth
Monday.com via performance marketing investment
Time to Failure
6 monthsmonths
post-launch
Quibi after major brand advertising spend
Total Funding
$1.75B$
total raised
Quibi before shutdown