I talk about the power of brand as "crusiing altitiude" all the time. When you invest in brand marketing and balance it with product marketing, youre brand is in balance and destined to rise. If you only invest in product/growth marketing you might see a big rise but unable to sustain long term. 

Here is a real life example of this to prove the point. 

Blinds Company A: 
All discount, all the time. (perpetual '70% Off' offers.) Goal was Price Per Click (PPC) They grew fast, but didn’t see the value in investing in the bigger picture: who their customers are, why they buy or any activity outside of Direct Response.

Blinds Company B: 
Still started online, still used PPC, but went deeper - researching their customer, understanding when and why people needed new blinds, and did meaningful brand activity to build awareness of the brand and an emotional connection with their audience. 

The result? Company B now pulls in 67% more brand searches than Company A, directly driving up their share of search.