Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign that also led to increased traffic and growth relative to competitors.

Why it matters

What happens when a brand’s advertising is recalled but the brand itself isn’t? Making the linkage more explicit is clearly required, but it can also be an opportunity to rethink an entire approach and come up with something that addresses wider issues, internally as well as externally.

Takeaways

• Brand building takes time, so don’t expect a quick response. It took three years for Confused.com to double spontaneous awareness (from 22% to 49%).
• Run a...