Branding

Brand Marketing
  • Brand Health
  • UX / UI Design
  • Digital Assets

Toda interacción o estímulo suma en mayor o menor medida a uno de los dos.

Performance

Performance Marketing
  • ROI - ROAS
  • SEM - SEO
  • 1st party data
Every interaction or stimulus contributes, to a greater or lesser extent, to one of the two.

Control

Algorithmic Governance Layer

Brandformance Control Layer

Digital Governance & Scaling Framework

Information Layer

Input Layer

  • Search Intent
  • Digital Audiences
  • CRM / 1st party data
  • Platform Signals
  • Benchmark
  • Competitive

Decision Engine

Control Layer

  • Digital Asset Setup
  • Allocation and PPTO Rules
  • Media Platform Mix
  • Creatividad & Triggers
  • Segmentation
  • Brandformance Control

Output Layer

Output Layer

  • Search
  • Social
  • Programmatic
  • DOOH
  • CTV
  • Retail Media
MARKET REALITY

Generating demand that matches supply

The algorithm optimizes where it is easiest to generate results, not necessarily where the brand has a product offering or capacity.
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Branding Objectives

Scope and Frequency Control

AI optimizes reach; the brand needs recall.

Think with Google Brand Lift:
Ad recall increases significantly between the 2nd and 4th exposures.

Performance Objectives

AI optimizes based on the direction the signals point

The algorithm optimizes CPL
Higher education: Instead of optimizing submitted leads.

Secondary metric:
Leads contacted and validated by admissions.

CRM integration – Digital platform.

Strategy

Moments the algorithm misses

Algorithms still do not fully understand cultural contexts, life stages, and/or trends.
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Optimization Horizon

A Costly Mistake in AI-Driven Paid Media: Optimizing for the Wrong Time Horizon

Demand Acquisition

Key Metrics: CPA, ROAS, CVR

AI Tools: Smart Bidding, PMax, ASC, Target CPA/ROAS

Consideration Campaign

Key Metrics: Search lift, Brand searches, Optimal frequency.

AI Tools: Reach & Frequency, Video Views, Brand Lift Studies

Brand Health + Market Share

Key Metrics: Search Share, NPS, CLV, MMM Attribution

AI Tools: Marketing Mix Modeling, Brand Health Tracking, Econometrics

Creativity & Assets

The main resource we provide to the platforms

“The algorithm favors fast-response creative.

Optimize for CTR and immediate impact

It doesn't necessarily build Brand equity

Net worth is built through consistency, not spikes.

The brand defines the hierarchy

Creativity A: Benefit

Creativity B: Emotion

Creativity C: Activation

Budget Allocation

There is no universal formula.

Algorithms drive performance; governance maintains balance

Variables that should govern the distribution.

Brand
Maturity

  • More branding (build the foundation)
  • More performance (capitalize on the foundation built)

1st-Party
Data Quality

  • Low → more broad branding
  • High → more AI-driven performance (Smart Bidding)

Purchase
Cycle

  • Long → more branding/consideration
  • Short → more activation/conversion

Market Conditions

  • Launch / crisis → rebalance toward branding
  • Maturity / high demand → capitalize through performance
Brandformance

Control over the combined impact of Branding and Performance.

Control over the combined Branding and Performance efforts.

Umbrella Branding Acquisition Strategy

Strengthen Brand Health Indicators

New Product Line Launch

B2C - CPG

B2B

C2C

Evaluation Model

AI learns from what we measure.

If the evaluation model is flawed, AI learns the wrong patterns.

Measurement Layer What It Measures Use
Last-Click Attribution / DDA
Last interaction / weighted contribution
Daily optimization of active campaigns
Incrementality
Real impact with and without advertising to isolate the true causal effect
Validate whether campaigns generate demand or simply capture existing demand

Marketing Mix Modeling (MMM)
Contribution of each channel
Annual strategic budget allocation

Brand lift study
Changes in awareness, consideration, or purchase intent
Measure the impact of branding campaigns



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      Bogotá / Colombia
    • Lima - Perú.
    • México - Ciudad de México.

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