Most digital marketers treat brand building like performance marketing. They run two-day tests, allocate 0.2% of budget, or recycle performance creative for reach campaigns. It fails every time. This week, Elena, Angela, and Rob are joined by Kevin Goodwin, SVP of Strategy and Growth at New Engen. Kevin shares how his agency evolved from pure performance marketing to embracing effectiveness principles, why digital gets unfairly dismissed by brand marketers, and the specific ways marketers sabotage their own digital brand-building efforts. Topics covered: [00:04] Kevin's journey from finance to digital marketing at Zulily [00:08] How iOS 14 and rising interest rates forced New Engen to evolve [00:13] Why measurement is critical for digital brand building [00:16] What digital marketers get wrong about brand campaigns [00:20] Why marketers should challenge platforms for better brand-building tools [00:23] Preparing for the death of the click in an AI-driven world To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 Tom Roach Article: https://thetomroach.com/2025/01/12/brand-building-in-the-platforms/ Kevin Goodwin’s LinkedIn: https://www.linkedin.com/in/kevin-goodwin-12b4243a/ Kevin’s Substack: https://kevingoodwin.substack.com/about New Engen Website: https://newengen.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
