At some point in the history of marketing and sales, the “purchase funnel” was created.
At the top of every funnel is the first step – awareness. We then proceed down the funnel to consideration, evaluation and purchase (though the exact steps vary from model to model).
And so some marketers began to believe that brand awareness was a reasonable objective of their efforts. How can we stuff consumers into our imaginary funnel if we don’t start with awareness?Continue reading “Why Is Brand Awareness Such a Weak Objective?”