Logic tells us that just because someone is aware of a product or service doesn’t mean they will buy it. We know that people are not short of choices. And yet when it comes to marketing our products and services, we prioritise awareness all the time. Logic goes out the window. We fool ourselves into thinking that attention and awareness inevitably lead to action.
You can buy attention, but trust and belonging are not for sale.
If affinity is the goal. How will you prioritise that?
