Why Is Brand Awareness Such a Weak Objective?

Brand Awareness Martin Shkreli

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).

Brand Awareness Purchase Funnel
One of several versions of the “purchase funnel.”

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?”