“it's more or less like 10 of the sort of performance acquisition budget we think about is going towards awareness activities... this money is an investment because if we get that awareness and branding stuff out now it's going to make the customer acquisition cost for the performance cheaper later”

Allocate ~10% of acquisition budget to brand awareness before it is needed

Fishbrain rings-fenced approximately 10% of its acquisition budget for brand and awareness activities, treated as investment rather than performance spend. The thesis: brand-warmed audiences convert cheaper on performance channels later. This requires internal education for finance and investors who default to measuring dollar-in-user-out.