Brand Aid
From the basics to the big time, expert advice on building brand awareness
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Sean Norris
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P+P: What are some mistakes companies make when trying to increase brand awareness?
JD: One mistake [...] is creating a single, short-lived campaign. Often, effectiveness happens over time, and it's important to dedicate resources to allow enough time for the brand to be recognized through multiple experiences. On the flip side, a company or organization can also spend too much time and budget on a campaign that does not work. The best way to avoid both of these traps is to put in place a robust data analytics plan and define key performance indicators so that you can lay out how much time you think it will take to achieve your goals and know when it's time to shift gears.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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