Brand Awareness Advertising

The purpose of brand awareness advertising, in our humble opinion, is to infuse unexpected delight into the new customer acquisition process — to cut through the clutter and create lasting impact and brand equity.

Brand awareness advertising needs nimbleness, to adapt to cultural zeitgeist and ensure brands are relevant to the world around them. Brand discovery should be exciting. Brand discovery should be memorable. In every execution and branding touchpoint, we strive for originality when building brand campaigns unique to every brand with whom we partner.

Branding initiatives and direct-response media buying are too often seen as diametrically opposing goals. But branding and ROI are not mutually exclusive. Rather, we believe that they work hand in hand: branding builds trust, which makes direct-response sales easier to win.

In general, building brand equity takes time. But the rewards are great. Brand awareness advertising, done well, should use brand engagement metrics custom to the market and advertiser, to measure impact on customer lifetime value. Rome wasn’t built in a day, and neither are great brands.

We introduce new companies to the world, and grow brand awareness for current brands – with clients that span new brand launches, lateral moves, to legacy brand leaders. We we execute big ideas for firms with great ambition, driving companies forward to create tangible results for their businesses.

Criterion Global assists clients in both grand brand strategy and nitty-gritty tactical planning – to generate awareness and win affection.