Greg Friend, vice president at Nativo, emphasized that just like in fitness, advertising success requires focus on core brand consideration, not just immediate awareness through flashy campaigns.
Friend criticized the industry for pursuing quick wins in advertising, arguing brands have overlooked meaningful connections with consumers, instead favoring shortcuts to conversion.
Nativo’s Brand Rank tool captures brand consideration by surveying consumers on their brand thoughts before purchase, illustrating the importance of being not just known, but considered.
The measurement process includes specific targeting in surveys to ensure only relevant audiences provide feedback, enhancing the accuracy of brand consideration insights.
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