Brand awareness comes in two forms: unaided and aided. Unaided awareness is when consumers can remember a brand name without any help; for instance, when asked to name a soft drink, the immediate ...

Capturing the attention of an increasingly distracted audience is a challenge that requires more than just traditional advertising. It demands storytelling—a creative, engaging, and innovative ...

Brand awareness isn’t what it used to be—and that’s a good thing. In a marketplace saturated with messages, platforms and products, brand awareness isn’t just about being seen. It’s about being felt.