Why brand awareness is overrated
Amy Colbourn
MONOGRAM
- Part 1Challenging & innovating conventional marketing concepts
- Part 2 Why brand awareness is overrated
Show Notes
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00:30Common misconceptions about brand awareness and brand loyaltyExploring how brand awareness may not always translate to brand loyalty and how marketers can address this in their strategies.
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05:15Successful brands shifting focus to brand engagement and advocacyDiscussing examples of brands that have transitioned from brand awareness to metrics like brand engagement and advocacy, and the outcomes of these shifts.
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10:45Role of storytelling in creating emotional connections with consumersExamining the importance of storytelling in building deeper emotional connections with consumers and how brand marketers can effectively leverage storytelling in their strategies.
Quotes
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"Awareness is just kind of a cop-out... really making sure you understand the problem so that you can have a smart solution." - Amy Colbourn
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"There are other words like education, familiarity, perception, relevance... particularly when you look at categories with super high levels of awareness." - Amy Colbourn
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"When you have a high level of awareness, you're probably looking for something that's going to help motivate or change behavior." - Amy Colbourn
- Part 1Challenging & innovating conventional marketing concepts
- Part 2 Why brand awareness is overrated
Up Next:
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Part 1Challenging & innovating conventional marketing concepts
Amy Colbourn, the Managing Director, Business Strategy at MONOGRAM, a boutique branding and brand marketing agency specializing in luxury hospitality and casino marketing, discusses challenging and innovating conventional marketing concepts. Discover how breaking away from traditional strategies can captivate consumers in new and engaging ways, leading to increased brand loyalty and customer engagement over time. Join Amy as she shares insights on daring to disrupt conventional marketing principles and the benefits it brings to various industries and market segments.
Play Podcast -
Part 2Why brand awareness is overrated
Managing Director, Business Strategy at MONOGRAM, Amy Colbourn, from a boutique branding and brand marketing agency specializing in luxury hospitality and casino marketing, discusses the misconception that brand awareness is overrated. She delves into how brands can shift their focus from brand awareness to metrics like brand engagement and advocacy, emphasizing the importance of creating deeper emotional connections with consumers through storytelling. Amy also explores the role of data analytics in redirecting efforts towards more meaningful brand-building activities.
