Increasing “Brand Awareness” is a Huge Waste of Money, Time, and Resources
The next time you’re sitting with the someone in a marketing department, ask that person, “why did you run the last digital display ad campaign?”
When I have asked that question, 4 out of 5 times I’ve received the response, “we’re trying to increase brand awareness.”
One small line from a great book comes to mind whenever I hear that:
“Kmart has plenty of awareness, so what?”
-Purple Cow by Seth Godin