There's no fixed ratio that fits every stage, but a common working logic is: early-stage and market-entry budgets should lean heavily performance — 70 to 90 percent — since there is no brand equity yet to protect or build on. Brand creative earns a bigger share once a performance engine is already generating predictable pipeline.
Treating brand spend as a reward for proven performance, rather than a parallel track from day one, keeps entry-stage budgets accountable to results instead of impressions no one can tie back to revenue — the logic Kando applies when sequencing Growth Strategy work for new-market clients.