Most teams run brand and performance as two budgets, two agencies and two sets of metrics. The performance side optimises for the next click; the brand side optimises for a feeling nobody measures. Both are right, and both are incomplete.
We plan them on one calendar. A campaign has a brand job and a response job, and the same idea carries both — the film that builds memory is cut down into the ad that converts, the landing page inherits the campaign's language, the retargeting reuses the hero line.
The test is simple: if the two halves could be swapped for a competitor's without anyone noticing, they were never one plan.