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SBP 223: The Sharp Cut - Brand Awareness Is The Wrong Metric
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Brand awareness is one of the most reported metrics in marketing.
It's in almost every board deck.
Almost every brand tracker.
Almost every agency review.
But what if it's measuring the wrong thing?
In this Sharp Cut, Marc and V explore why mental availability matters more than awareness, why Category Entry Points (CEPs) outperform personas as a planning framework, and why marketers should stop asking "Who is our customer?" and start asking "What buying situations do we need to own?"
Topics include:
Mental availability vs brand awareness
Why awareness often fails to predict…
The skinny
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