Awareness Media Is Your Brand’s Not-So-Secret Weapon


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Brands are feeling some whiplash these days when it comes to consumer behavior. Where just a handful of years ago consumers were throwing around cash without a care, today they’re much more nuanced and less predictable in their post-Covid, inflation-cautious, anxiety-ridden spending.

Of course, brand performance, alongside consumer behavior, is constantly evolving. But one thing has become startlingly clear: We need to resist the instinct to lean only on the tactics that are easiest to measure, such as conversion-based digital media spends (Google, social media ads, etc.)

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