Awareness is not enough. You may be aware of the Rolls Royce brand, but chances are you haven’t bought one. So how valuable is that brand awareness to Rolls Royce or its marketers? Zero. Zip. Nada.

Awareness, unless followed at some point by consideration, intention, and purchase (the typical sales funnel model), is worthless.

Unless you can correlate the awareness you create to purchases people make, you will never understand the ROI of your branding initiatives.

And if you don’t understand the ROI of your own branding initiatives, you’ll never be able to demonstrate their value to executives and other teams at your company