Brand awareness is the measure of the task ahead, or at least it is according to the advertiser's vernacular. Strong brand awareness makes for an easy campaign, often less creative and more traditional, because the task is essentially assured. The real work would be in stuffing it all up.By contrast, weak brand awareness makes for a hard slog. In addition to selling a product you're charged with introducing it to weary consumers in the marketplace. Sometimes the most innovative campaigns are in response to weak brand awareness, so the platform provides creatives with the opportunity to exercise their skills.
This is the language of Facebook, where every "profile" becomes the online brand of its connected human. Status updates establish market position and the universal currency is that of being regarded as interesting, perhaps even celebrity like.
But can a person have weak brand awareness? And if they did, what could they do about changing all of that?
Facebook doesn't have the answer for that just yet.
