Why Brand Awareness is Worth a Million Clicks
Maybe you’ve heard this one. A little off-colour, it involves an old bull and a young bull comparing strategies for romantic conquest. The young bull’s preferred approach depends on haste and surprise, and promises unreliable and limited results, despite his enthusiasm. The old bull’s is predicated on patience and theatre, and the punchline leaves us confident that his results are going to be more satisfying.
I have to confess, I didn’t actually get the joke myself until well into adult life, but I can be slow about these things. Still, its truth as a marketing parable really only resonates after a bit of experience: The less interest there already is for what you’re trying to sell, the more expensive and uncertain your effort will be.
Young bulls are everywhere in the marketing game, now as ever. A streak of conceit runs through this business that causes some practitioners to believe...
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