The New Rules of Lead Generation

Analytical vs. Emotional

Brand awareness marketing is a “bright idea,” “thinking-outside-the-box” kind of discipline. Brand awareness marketers focus on creating impressions in the prospect’s or customer’s mind and on displaying or broadcasting those impressions in ways calculated to reach as many consumers as possible. For example, in marketing a soft drink, they work on creating ads and TV commercials to convey the impression that the soft drink is “cold,” “tasty,” and “thirst-quenching.”

Brand awareness is a battle of creative ideas, whose goal is to connect emotionally with the customer. Once a brand awareness campaign is sent out into the world, there’s no way to correct it. You can only determine the effectiveness of the ad or commercial ...