Turn YouTube Into a Full-Funnel Growth Engine
In this Shared Perspectives conversation, Goodway Group and Google explore profit-driven marketing and how YouTube now connects brand, performance, and commerce across every screen.
Brand vs. Performance Is the Wrong Debate
For years, marketers have separated brand building from performance marketing. But today’s growth leaders know better.
- YouTube isn’t just an awareness channel.
- It’s not just a conversion channel.
- It’s a full-funnel ecosystem when activated strategically.
In this conversation, Mike Wolk, Tom Swierczewski, and Fernando Belfort unpack how brands are modernizing video to drive both impact and accountability.
Watch the full conversationWhat Modern Video Strategy Requires in a Connected Commerce World
In this session, we explore:
- Why investing in the messy middle drives incremental growth
- How “Brandformance” connects brand storytelling to measurable outcomes
- The evolving role of creative in performance environments
- Smarter approaches to cross-funnel measurement
- How digital behavior and physical-world shopping increasly inform each other
If you’re still planning brand and performance separately, this conversation will challenge your framework.
Watch the full conversationWhy Goodway Group Calls It Brandformance
We believe sustainable growth happens when brand and performance intentionally work together.
Brandformance is our approach to:
Connecting storytelling to commerce
Aligning media with measurable outcomes
Modernizing full-funnel measurement
Driving scalable, accountable growth
Featuring collaboration with:
The Real Question
Are your investments driving the business outcomes you want, or just media metrics?