From the Archive: Is Brand Awareness Overrated or Effective Marketing?

This week, we’re resharing one of our top episodes from the archive. Enjoy, and we’ll be back with new content next week!

Brand is far more measurable today than it was even five years ago. So why are we still questioning brand’s value? Maybe because it’s tough to know exactly how to grow brand. Or how to defend its importance to the business. In this episode, Elena, Angela and Rob tackle brand misconceptions from a performance marketer’s perspective, from what it means to build brand awareness to driving tangible business results related to brand growth.

Topics covered:

• [02:00] Brand awareness vs performance marketing
• [05:30] How can marketers defend brand’s ability to drive business results?
• [7:00] Defining brand awareness and measuring brand growth
• [12:00] How to grow your brand
• [16:00] What physical availability looks like for online businesses
• [18:30] What business stage is right for focusing on brand-building?

To learn more, visit marketingarchitects.com/podcast.


Resources:
2020 The Marketing Student Article: https://www.themarketingstudent.com/how-brands-grow/

2013 WARC Article: https://www.warc.com/newsandopinion/opinion/the-long-and-short-of-it-measuring-campaign-effectiveness-over-time/en-gb/1727

2023 BuiltIn Article: https://builtin.com/marketing/mere-exposure-effect

2012 Scientific American Article: https://www.scientificamerican.com/article/kahneman-excerpt-thinking-fast-and-slow/


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