Brand awareness is critical for adoption and purchase.

Brand awareness—although it can’t always be directly measured in the same way as direct response— is critical for adoption and purchase. When a brand truly understands its potential consumers and knows how to authentically connect with them, it leads to early adoption and brand loyalty.

At Porsche Downtown Chicago, I had the pleasure of attending an exclusive Art and Ai Show hosted by the ever talented Artist and Entrepreneur—Nick BROWN almost a year ago. With libations sponsored by Moor's Brewing Company, a few hundred influential attendees across all industries— including artists, art collectors, entrepreneurs, entertainers, athletes, politicians, C-level execs, and advertising/marketing professionals—came together in a simple luxury car dealership that was turned into an Ai Show and Art Gallery. While viewing Art, an Ai Show, and sipping on sponsored libations by Moor's Brewing Company- I was introduced to the wonderful world of Porsche, and got an exclusive look at the luxuries and benefits of a Porsche car. (If you were leaning towards a Porsche, take this as your sign!!) 😉

I walked away from this event with an awareness of Porsche that I didn’t have before, and you better believe that when I’m ready to make that ultra luxury car purchase, I’m starting with Porsche. Brand awareness is needed before adoption or purchase—regardless of what your brand is—and that marketing budget is just as needed and as important as lower funnel marketing efforts.