The sales funnel is typically the vehicle by which a consumer learns about, and eventually decides whether or not to buy a brand. At the top of the funnel is brand-building, which may comprise emotional elicitation and non-price, quality claims. At the bottom is direct response stimulus, which is often price related.
Where to start
There is a sea of empirical evidence concerning the long-term financial benefits of brand-building communications, and an abundance of discourse over how to weight long-term brand-building communication vs. short-term, “activate-now” communications designed to convert to sales.
Creative and media agencies regularly recommend they be...