GoKawiilEntrepreneur Op-Ed: Brand Awareness Alone No Longer Drives Customer Loyalty
A former Teach For America insights executive writes that a focus group at the University of Miami, where students failed to notice a large campus banner, illustrates how traditional brand visibility is losing effectiveness. The op-ed argues marketers should focus on building emotional connection and trust rather than simply maximizing impressions, and suggests tracking metrics like repeat purchases and voluntary recommendations instead of just reach.