My son is the CEO of Cazcanes Tequila. Cazcanes is a relatively new brand that has grown exponentially over the last couple of years. My son, Jon-Paul, is always talking about the critical importance of awareness in growing a brand. I always ask him about ROI when he does pay for advertising but he continues to say that AWARENESS is the start... then people begin to talk to others and widen the circle of those who are aware.... and those become future consumers.
Yes. That is particularly true, IMO, of something like an alcohol product. I would add, especially in alcohol/beverages it's important for a brand to own a category. Red Bull and Monster are two beverages that have executed this brand awareness/category ownership idea brilliantly
My son is the CEO of Cazcanes Tequila. Cazcanes is a relatively new brand that has grown exponentially over the last couple of years. My son, Jon-Paul, is always talking about the critical importance of awareness in growing a brand. I always ask him about ROI when he does pay for advertising but he continues to say that AWARENESS is the start... then people begin to talk to others and widen the circle of those who are aware.... and those become future consumers.
Yes. That is particularly true, IMO, of something like an alcohol product. I would add, especially in alcohol/beverages it's important for a brand to own a category. Red Bull and Monster are two beverages that have executed this brand awareness/category ownership idea brilliantly