Performance Branding: Building Brand Equity at Every Stage of the Funnel with Hayley Raymond of HelloFresh

Food Marketing Nerds Restaurant and CPG Marketing Podcast

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4y ago 42:51

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We have an awesome interview lined up for you. Hayley Raymond, Associate Director of Brand Marketing at HelloFresh, joining us out of Brooklyn for today’s episode. HelloFresh has grown into the leader in the meal kit space, and as a direct to consumer company, they’ve built their portfolio of brands largely through performance marketing.

While branding and performance marketing have traditionally been somewhat at odds with one another, a big part of Hayley’s role is to break down silos and make sure HelloFresh is building brand equity at every stage of their marketing funnel.

In this episode, we talk through

How to quantify the results of difficult to measure top of funnel efforts
Why a “brand sandbox” has replaced the standard brand book at HelloFresh
How to merge dynamic creative with continuity through your customer touchpoints

And plenty more.

A lot of times, branding and performance marketing are discussed as two completely separate schools of thought, but Hayley connects the dots of that right and left brain thinking in a really elegant and original way, that I think you’ll find very refreshing.

So without further adieu…

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