Human built places can’t exist without the technology called our brain. It is also the brain that decides how to communicate with other brains to create desire for places and things. It is the unique human brain that figures out how to persuade other humans to act in certain ways.
Knowing how to fix a business-related problem is hard enough, but the task is exponentially more difficult if you don’t know what your problem is or where it starts.
Awareness and persuasion should not be either/or. The best brands do both with the same budget. Every effort to generate awareness has the potential to leverage brand positioning, and positioning is essential in persuading prospects to buy and buy again.