E180 - Betting on the Long with Aaron Pelander, Chief Brand Officer, GOVX
Published: September 8, 2026
Duration: 38:33
The IPA analyzed nearly 1,000 campaigns and found a 60/40 split between brand and performance marketing drives the strongest long-term growth. GOVX tested that research and broke free of a plateau.
This week, Elena, Angela, and Rob talk with Aaron Pelander, Chief Brand Officer at GOVX, the largest online retailer serving the US military and first responder community. Aaron shares how GOVX moved from a performance-only mindset to a balanced brand strategy. He breaks down the leading indicators his team tracks, from share of search to direct traffic. Marketers on a plateau will get a real plan for building brand...
This week, Elena, Angela, and Rob talk with Aaron Pelander, Chief Brand Officer at GOVX, the largest online retailer serving the US military and first responder community. Aaron shares how GOVX moved from a performance-only mindset to a balanced brand strategy. He breaks down the leading indicators his team tracks, from share of search to direct traffic. Marketers on a plateau will get a real plan for building brand...