To be effective, marketing programs must grow brand knowledge, not just awareness
Brand awareness is a key goal for many marketing programs, but be careful what you wish for. What's to say a consumer won't think he knows exactly what your brand offers, when in fact he only knows the half of it - and that half is half wrong anyway?
This occurred to me last week, when I decided to research British-based currency exchange company Travelex's new campaign, featuring John McEnroe. ...