Can't remember the exact figures any more, but for the first example (where we did stop brand) it was something like for every £1 spent on brand AdWords generat

Can't remember the exact figures any more, but for the first example (where we did stop brand) it was something like for every £1 spent on brand AdWords generated £3 from brand queries (organic + PPC). At this ROI the money could be better spent in other channels. But as you can read in the post there were unforeseen consequences which I can go into more detail on this if you email me. I've also seen it where £1 spent on brand generated £18 in incremental revenue so in this case it was worth keeping on.