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ARTICLES

The Role of Brand Awareness and Trust-Building

A story: recently an engineering magazine editor told me that top-of-mind awareness is more important than ever because everyone is so short of time. What did he mean? When he was an engineer 20–30 years ago and needed to buy something, he explained, he’d put together a big spreadsheet listing the specs and features of 20 products. He and his colleagues would look at the matrix and select the product that best fit the application. Today, he said, there’s no time for that type of analysis; people just think, I need this — which two companies that make that come to mind? Purchase decisions are increasingly driven by top-level awareness, and you’d better be at the top of the list if you want your share of the business.
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A New Formula for Marketing: Time Plus Velocity = Math

Anyone wishing for 2008 to return? For most companies, 2008 was a year of strong performance, and many of us are anxious for those marketing patterns and programs to return. But they won’t. The financial collapse and global recession hasn’t been just a momentary pause in the way we...
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