The brand strategists’ toolkit #18: The Brand Funnel

Nick Liddell

Looks at the Brand Funnel marketing framework.

The Brand Funnel is one of the oldest and most venerated frameworks in branding. It’s about half a century older than Maslow’s Hierarchy of Needs, or the two-by-two matrix. It underpins many of the models used to measure and build brand equity. Moreover, it has survived relatively intact, despite the meddling of successive generations of marketing and management theorists. If your job involves thinking about the interaction between people and brands, it’s likely that some version of the Brand Funnel is lurking somewhere in the back of your mind.

Although it’s now considered a marketing concept, the Brand Funnel owes...

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