Performance strategy and branding together: how brands lead using Brandformance and hybrid metrics.

Brandformance on the rise: the ultimate fusion of awareness and conversion.

In recent weeks, the marketing sector has witnessed a decisive shift: major brands are leaving behind the old dichotomy between performance and branding, betting on integrated strategies – the so-called Brandformance. The term, already dominant in recent conferences and case studies, represents the convergence between campaigns focused on awareness and measurable performance, converting each point of contact with the consumer into an immediate competitive advantage and lasting brand reputation. Strategies of this type, as reported by the Journal du Net, require synergistic management of channels, performance results directly supported by branding assets, and the use of hybrid indicators to orchestrate each stage of the customer journey[2].

Hybrid metrics and case studies that are transforming the market.

Brandformance metrics are gaining ground in guiding investments: the impact on brand awareness, purchase intent, and conversion rate operates in an articulated way on unified dashboards[1]. A Salesforce study (2025) endorsed the effectiveness of this model, indicating that 78% of global leaders adopted integrated priorities after the pandemic[2]. Recently, campaigns by major retailers and fintechs went viral by combining brand videos driven by audience data, remarketing, and smart bidding activations, reinforcing both brands and sales in real time. Recent standout cases focus on reports from brands such as Decathlon, Samsung, and companies in the retail media ecosystem, which increased advertising recall by 3.5% and new customer conversion by more than 12% by aligning emotional storytelling and one-to-one personalization[3].

Hot trends: omnichannel, data creativity, and immersive formats.

From November 22nd to 26th, three trends dominated the press and major martech events: brands accelerating investments in dynamic content, interactive experiences, and omnichannel data flows. The dynamism of formats, adapted to mobile, audio, and shoppable video contexts, is seen as key to engaging dispersed audiences[5]. Furthermore, recent case studies highlight the combination of creative data—the use of behavioral signals and geolocation for real-time message delivery—and dashboards that cross-reference awareness and performance KPIs, making management agile and based on systemic results[1][6]. Another highlight is the requirement for integrated storytelling across all platforms, where brand coherence maximizes every euro invested in media and influences KPIs ranging from brand lift to the volume of direct conversions.

References

• Azira – Branding and performance: a powerful equation in digital advertising
• Journal du Net – Brandformance: The strategic strategy to improve brand awareness and acquisition
• Outbrain – Brandformance 101: When branding and performance become mélangent
• MBway – Le brand content in 2025: which formats to capture attention
• Forbes France – Unavoidable marketing strategies for 2025