Marketing Leadership Playbook is turning into something new...

Ask any business owner if they want more people remembering their brand when buyers are buying, the answer will always be a resounding YES.

Who wouldn’t want to have a brand that’s so well known, so distinctive and stands out, that it comes to mind in buying situations?

But contrast this desire to the number of brands who actively work to deliberately make this happen.

There’s a huge mismatch.

What brands default to is “raising brand awareness”.

OK, so people are aware of your brand’s existence. But so what?

Having brand awareness doesn’t mean that your audience:

• understands what you do

• understands why you’re different

• understands the impact you make

• will want to buy from you

• will remember you when they’re buying

If you have a goal of brand awareness, you’re setting the bar too low.

The answer? Build brand fame.

Brand fame goes beyond awareness. You become widely known in your category for something specific that’s meaningful to your audience.

You don’t need Beyonce in your ads or have Barbie Movie type budgets.

The foundation is your point of view. This is how you frame the main problem that you solve, what you stand for and against and how you solve the problem.

This is where story becomes leverage.

Built on this foundation is highly distinctive creative. Your content goes further than the average brand in your category. It stands out more. It’s memorable.

The decision between building brand fame and having a largely invisible brand comes down to deciding to step out of the shadows and into the spotlight.

It’s a deliberate choice. It doesn’t happen by accident.

This newsletter is designed to help you take the necessary steps to do just this. B2B or B2C, the principles hold true.

Out of the shadows. Into the spotlight.

I’ll be in touch soon,

Amir