Episode 8

Brand Awareness – Is it Overrated or Effective Marketing?

Brand is far more measurable today than 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—and defend its importance to the business.

In this episode, Elena, Angela and Rob tackle brand misconceptions from a performance marketer’s perspective. They discuss what it means to build brand awareness and drive tangible business results related to brand growth. Their conclusion? While building brand may seem like a “fluffy” goal, research continually shows it leads to increased revenue and greater customer loyalty. But done right, brand growth should always be measurable.

Topics Covered

• [01:45] 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

• [16:30] What physical availability looks like for online businesses

• [18:40] What business stage is right for focusing on brand-building?

Resources:

2020 The Marketing Student Article

2013 WARC Article

2023 BuiltIn Article

2012 Scientific American Article

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