Many companies believe that affiliate marketing focuses only on lower-funnel activities to achieve quick results, engaging a partially loyal audience at the expense of building a strong and lasting brand identity. Awin and Hearst are changing the rules of the game demonstrating how upper-funnel campaigns can make a real difference in creating loyalty and aspiration in consumers. This approach is not just a response to market challenges but also a return to the fundamentals of brand building, emphasizing solid, long-term growth, ensuring that every activity is also measurable and strategic for continued success.