There’s a big debate happening in marketing right now.
Some people argue that a marketer’s main job is to drive the business — bring in sales, hit the numbers, boost short-term performance.
Others say it’s to build the brand — create emotional connections, increase loyalty, and make the company culturally relevant.
But honestly? I think we’re all asking the wrong question.
Because today, successful marketers have to do both. It’s not “either-or” — it’s “and.”
Let me explain why.
The Pressures We’re All Facing
Let’s be real: the pressure on businesses right now is intense.
We’re dealing with economic uncertainty, a culture that’s constantly shifting, fast-changing technologies, and consumers who want more for less. And on top of that, there’s relentless internal pressure to deliver results — quickly.
Thanks to the rise of digital tools and analytics, marketers today have endless data at their fingertips. It’s no surprise that a lot of effort goes into short-term tactics: driving conversions, hitting targets, and showing immediate ROI.
These “push” strategies definitely work — they can move product and hit goals. But they’re also expensive to maintain and, over time, don’t necessarily deepen a consumer’s relationship with the brand. That leaves brands vulnerable: if someone else comes along offering a lower price or a flashier promotion, those customers might walk.
Brand Building Is About More Than Looking Good
On the flip side, there’s often this idea that brand building is a fluffy, “nice-to-have” part of marketing — the pretty campaigns, the big emotional ads, the creative work that’s hard to tie directly to numbers.
But here’s where we bring in the cult branding perspective.
When you build a strong, distinctive brand, you’re not just making cool ads — you’re creating pricing power. You’re setting yourself apart in a way that makes people want to pay more for you, trust you, and buy from you again and again.
Think about a brand you personally love. Chances are, you pay more for it than you would for a generic version — and you probably buy it more often. That’s not just habit; that’s an emotional connection. That’s loyalty.
Cult brands understand this deeply. They know how to create symbols, rituals, and stories that pull people in, turn them into fans, and make them feel part of something bigger. And that pays off, not just in awareness, but in real dollars and long-term growth.
Balancing Today’s Sales with Tomorrow’s Loyalty
Here’s the secret: marketing isn’t about picking sides between sales and brand. It’s about balancing them.
The best brands don’t just chase the next transaction or the next viral moment. They find smart, creative ways to connect short-term wins with long-term health.
They hit their sales goals and make work that people talk about.
They bring in new customers and win awards for creativity.
They execute flawlessly and shape culture.
This is where a smart marketing strategy comes in. Cult brands don’t treat performance marketing and brand marketing like two separate departments. They integrate them. They let brand purpose guide their creative work, and they let data sharpen their storytelling. Every touchpoint — from a social ad to a product launch — reinforces what they stand for and why they matter.
Embracing the “AND”
So, next time you hear someone ask, “Is marketing’s job to drive the business or build the brand?” push back.
The brands that win today do both.
They move hearts and wallets.
They deliver short-term numbers and build long-term meaning.
When you embrace the AND — instead of choosing between performance and purpose — you unlock a much more rewarding journey for yourself, your team, and your brand.
P.S. Want to see what bold creativity looks like in action (without sitting through another dull pitch deck)? Cult. Creative. is our latest live deck—packed with killer ideas, unforgettable ads. View it in Google Slides—no downloads, just instant inspiration. [Request access here.]