Sonny's Cozy Tavern

Social insights for successful brands come from real people in real places. Sonny's Cozy Tavern is one of those places. It's like every small-town beer joint across the country. The kind of place where you can learn more in a couple of hours by sitting with the characters at the bar than you could ever hope to learn in a hundred consumer focus groups. Good brands start at Sonny's.

Friday, October 23, 2009

Brand Awareness Overrated


Pontiac.  Everyone knew the name.  Probably 100% aided Brand Awareness.  Didn't equate to Brand Preference.  Everyone knew the name.  No one wanted it.  Pontiac no longer exists.  Probably still has nearly 100% Brand Awareness.

Don't get fooled by the metric of Brand Awareness. The goal should be higher Brand Engagement.  The more people engage with your brand, the more likely they are to develop Brand Loyalty and a greater Lifetime Value.

Pontiac lost sight of what consumers really wanted.  Brand Engagement declined.  The brand tarnished, and just faded away.

What do you think?
- Butch

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