Digital tools have caused us all to focus on short term conversions rather than long term brand building. But to beat your competitors you have to beat their brands. And when you beat their brands, you’ll get more leads, more revenue, and more growth opportunities.
If you focus entirely on making money with hard-hitting conversion ads, some competitor (i.e. Lyft) will come along, create advertising that’s focused on entertaining and offering value, and steal your market share (Uber).