B2B marketing isn’t inherently about creating demand. It’s about creating brand salience that drives sales when the time is right. To achieve this critical outcome, marketing campaigns need ...

How to begin your brand salience Kleenex Tissue was first presented to the public in 1924 with a package of 100 carefully, intertwined sheets selling for 65 cents. The name Kleenex, was derived ...

including logos, slogans, color palettes, and mascots. The Ehrenberg-Bass Institute emphasises the significance of distinctive brand assets in building brand salience and mental availability. It ...

In fact, the rapid integration of generative-AI tools into ad campaigns appears to have caused many advertisers to overlook the importance of creative storytelling and brand salience. This is ...

“From a brand perspective, this is us looking back and ... When we twist and tweak logos and straplines we boost their salience and, assuming we have tweaked with the positioning top of mind, we can ...

User-generated content has become not only a powerful tool in building community and engagement but also a necessity in building social proof and brand salience. It's perfectly acceptable to ask ...

Marketers are spending more and more on digital advertising in order to increase brand salience and brand affinity, including $30bn spent on digital video alone in the US this past year.

Marketers can't just pick one side in the loyalty or salience debate. Building salience and creating a brand positioning that drives affinity are both key to maximising marketing effectiveness. Josh ...

Stories can’t stand still. With enough skill, passion and resources, brands can become more salient and grow, or begin to lose their salience, become noise and decline.