There's a perception in marketing that brand storytelling and performance marketing are opposing forces. Brand marketers craft beautiful narratives about aspirational lifestyles. Performance marketers optimize click-through rates and test button colors. But this is a false dichotomy. And my background in luxury fashion taught me why. In fashion, every campaign has to accomplish two things simultaneously: build the brand's cultural cachet while driving people into stores (or online) to make actual purchases. A fashion campaign that's beautiful but doesn't sell clothing is a failure. A campaign that drives transactions but erodes brand equity is equally a failure. Fashion has been solving the "brand + performance" challenge for decades. And the principles that work in fashion advertising translate remarkably well to performance marketing, if you know how to apply them.