Basic Bodhi
“I wasn’t aware you existed.” Sounds like something my congressman would say to me. Brand awareness is the minimal quantum of connection with customers, and the foundation for every other marketing maneuver. If they don’t know you exist, then there is no hope they will adopt your product. You must achieve brand awareness before customers can even approach brand knowledge, acceptance, preference, loyalty, advocacy and religion (and if you need some religious indoctrination on all things branding, flip to chapter six of the Start-up CEO’s Marketing Manual). However, “awareness” has proven to be a tenebrous term. In branding, “awareness” constitutes being aware that a product exists, what value it provides and a notion of why the customer should give a durn. For example, I’m aware that Lady Gaga exists, but even after multiple brand exposures, I still cannot identify her value or why I shouldn’t change the channel. Granted, middle aged marketing gurus are … Continue reading →