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.
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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.
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What 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.
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Why Goodway Calls It Brandformance

At Goodway Group, 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?

Let’s start the conversation