Debunking the Myth of Brand Awareness

Over the years, I’ve developed a kind of reverse allergy to the term “brand awareness”. If someone near me justifies a marketing tactic with “brand awareness”, they inexplicably seem to break out in bruises. But, dear reader, I was once the same. I would rely on vague metrics and whiffle dust to argue that this or that tactic was about increasing brand awareness. And the […]

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