Awareness

Whether people know the brand exists at all. The first and cheapest thing to buy, and the shallowest to have.

Awareness is existence in the mind, nothing more: they have heard of you. It is the shallowest asset and the necessary one; no story can resonate with a person who does not know there is a storyteller. Its natural partner is a single association, known for what?

Buying awareness without deciding that association is the classic waste: a name enters the room with no sentence attached and is filed nowhere. The cheap route is patience, one consistent claim repeated until it adheres. The expensive route is reach with a rotating message, which purchases recognition and stores nothing behind it.