Fame & Fortune

Brand Fame vs Brand Awareness

Ad campaigns that set out to create fame tend to deliver four times as much impact for every dollar spent. Binet and Field, two of the greatest marketing minds of our time, together proved this around ten years ago in their famous IPA paper ‘The Long and Short of It’. Their research claimed that fame-driving campaigns outperform others on all business metrics, whether you’re seeking market share, sales, profit, penetration, loyalty, or reduced-price sensitivity. Since then, brand fame’ has echoed across curious marketing meetings and creative advertising briefs.

Brand fame is one of the most coveted and recently validated advertising principles. Unfortunately, it's often misunderstood as brand awareness, which it is not.

While brand awareness measures reach and impressions, brand fame occurs when people you reach start conversing about your brand. Satisfied customers become brand advocates, voluntarily sharing their positive experiences with friends, family, and online communities. It’s about creating word-of-mouth buzz, establishing authority, and creating a sense of leadership in your industry.

Brand awareness is simply knowing that a brand exists. It's like recognizing a familiar face in a crowd. A brand can be widely recognized without being particularly admired or desired. Consider generic brands that are readily available but lack a solid emotional connection.

Brand fame, on the other hand, is more than just recognition. It's a deep-seated admiration and respect for a brand. It's like having a favourite celebrity or a beloved friend. A famous brand is known, admired, trusted, and desired.

Why is brand fame so valuable?

• Loyalty (Lesser Churn, higher LTV): Customers who are emotionally connected to a brand are more likely to remain loyal, even in the face of competition.
• Premium pricing (Profitability): Famous brands can often command a premium price because of their reputation and perceived value.
• Brand conversations (Automated word-of-mouth, lower CAC): Satisfied customers of a famous brand are more likely to spark brand conversations, they lovingly recommend it to others, creating a powerful network effect.

In conclusion, while brand awareness is a necessary foundation, brand fame drives business success. By building a solid emotional connection with your customers, you can create a brand that is known, loved, respected, and admired.