There comes a point in many brands’ journeys where the numbers start to plateau. The early growth was fast and fruitful. You were converting customers efficiently, your digital campaigns were firing on all cylinders, and your performance channels felt like an endless well of ROI.

But now, the clicks are slowing. Customer acquisition costs are climbing. And your once-reliable performance engine feels like it’s running out of fuel.

Welcome to the flatline.

Here’s the good news: this is a solvable problem. But it requires a mindset shift. A move away from laser-focused efficiency, and toward long-term effectiveness. Away from squeezing more out of the same shrinking pool, and toward lighting up a bigger room.

The Saturation Trap

Many mid-sized brands hit this wall after building their business on high-intent digital channels—think paid search and social. These platforms offer rich data, tight targeting, and impressive early returns. But they have one big limitation: they only reach the people already in the market.

And here’s the kicker—only a tiny portion of your target audience is in the market at any given time.

This insight, known as the 95% rule, comes from Professor John Dawes of the Ehrenberg-Bass Institute and was popularised by Byron Sharp in How Brands Grow. The idea? At any moment, only about 5% of your total category buyers are actively shopping. The other 95% aren’t ready to buy yet—but they will be, eventually.

If you focus all your energy on converting the in-market few, you’ll eventually run out of fuel. Performance will taper. Costs will rise. And worse, you’ll risk alienating your audience by pushing too hard, too often.

Why Brand Building Matters Now

Brand-building is often seen as indulgent—nice to have, but not urgent. Especially when you’re addicted to the sugar hit of quick wins from performance marketing.

But that thinking is what leads brands into stagnation.

“Chasing only high-intent buyers is like being a cattle rancher who burns through every patch of land, only to find there’s no new ground left to graze.”

To unlock new growth, you need to start marketing to the 95%—those not yet in the buying mindset. This is about mental availability: making sure your brand is top of mind when a customer does enter the market. It's not about instant conversions, it's about being remembered when it matters most.

The Chandelier vs. Laser Pointer

This shift in thinking is perfectly captured in a metaphor from Airbnb co-founder Brian Chesky, shared in an interview on Lenny Rachitsky’s podcast.

“Performance marketing is like a laser pointer—it hits a small target with precision. But brand marketing is like a chandelier—it lights up the whole room.”

Laser pointers drive direct response. They’re fast, focused, and measurable. But they don’t build memory. They don’t create emotional connections. They don’t make you famous.

Chandeliers, on the other hand, amplify your message across the market. They reach people who aren’t actively looking but will be in time. They embed your brand into culture, conversation, and memory. And when done well, they’re the reason someone searches for your name—rather than your category—when the need arises.

How to Break Through the Flatline

If your brand’s growth is slowing, it’s time to broaden your approach. Here’s how to shift from performance obsession to sustainable growth.

1. Broaden Your Channel Mix

If you’ve been living in Google and Meta, it’s time to explore new territory:

• TV and Connected TV (CTV): Reach broad audiences at scale

• Podcasts and radio: Build frequency with high engagement

• Out-of-Home (OOH): Create physical presence in everyday life

• Publisher partnerships: Align with trusted content and high-quality environments

These channels aren’t just “awareness plays”—they’re powerful tools for building future demand.

2. Move the Success Horizon

Brand-building takes time. It can be tough to convince internal stakeholders who are used to weekly reports and short-term ROI.

So change the conversation. Help your finance team see:

• Rising CACs

• Diminishing returns from core channels

• A clear, strategic plan for long-term growth

Reframe success around total business impact, not just channel performance.

3. Test and Learn

You don’t have to go all in overnight. Start small:

• Run pilot campaigns in new media

• A/B test creative approaches

• Track long-term brand metrics like mental availability, share of search, or brand recall

Create space in your budget for innovation. Let small bets reveal big opportunities.

4. Target the “Future Buyer”

Your core ICP isn’t just those in-market today—it includes those who might buy next quarter, next year, or two years from now. Reach them now, and your brand will be familiar when the moment comes.

Performance works best with brand. It harvests demand that your brand-building efforts have planted.

Light Up the Room

There’s a reason why Airbnb, Apple, Nike, and countless other market leaders invest so heavily in broad, emotional, memorable campaigns. It’s because they understand the chandelier principle: you grow faster when more people know, like, and remember you.

If your growth has stalled, maybe it’s not a new tactic you need—it’s a new mindset.

So go ahead. Take the risk. Try new channels. Tell your story at scale.

It’s time to stop pointing lasers and start lighting chandeliers.