Brand awareness comes in two forms: unaided and aided. Unaided awareness is when consumers can remember a brand name without any help; for instance, when asked to name a soft drink, the immediate ...
So, what starts as “let’s understand if people have heard of us” will depressingly and inevitably become “we need to raise ...
Founder of Prosh Marketing, a fractional CMO & marketing agency that helps startups & SMBs build their marketing practice and go to market. When it comes to startups, building a strong brand is not a ...
Members of Fast Company Executive Board share their expert insights. [Image credit: Photos courtesy of the individual members] The Fast Company Executive Board is a private, fee-based network of ...
Candy brand Hi-Chew has doubled its brand awareness in the U.S. since 2018, but it wants more Gen Z customers as the group ...
In 2023, CMOs worldwide expect to spend 9.1% of company revenues on marketing compared with 9.5% in 2022, and down from 12.1% in 2016, according to data from Gartner. With decreased budgets, the need ...
SoftwareReviews' latest research explains that while the return on investment (ROI) from brand awareness activities may take longer to realize, the benefits are greater than that achieved through ...
In this episode, we dive into the evolving landscape of media strategy, with a special focus on brands with modest- to mid-tier budgets ($5-$50MM). Many of these brands mistakenly believe that their ...
Brand awareness is a shallow metric. It tells you if people recognize your name, but it doesn’t tell you if they care, feel inspired, and want to take action. That’s a huge problem. Just ask Kmart, ...
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