Today, brand awareness is not enough -- what marketers really need to create is brand attachment. Writing for MarketingProfs, Brian Shilling, branding director at Clarity Quest Marketing, lists the following sequential steps to Brand Attachment:
- Brand Awareness
- Brand Familiarity
- Brand Affinity
- Brand Loyalty
- Brand Attachment
According to Shilling, the best way to guide consumers through these steps is with the use of effective content marketing. This involves an intimate knowledge of your audience, developing channel-specific content, providing content all along the customer journey, always staying on brand, and being diligent about testing and measuring.
Read more at: https://www.marketingprofs.com/articles/2019/40729/five-real-content-strategies-to-earn-brand-attachment?
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