Creative Effectiveness Ladder Guide: 04 Brand Builder

A guide to level four of the Creative Effectiveness Ladder, Brand Builder, for campaigns that have improved brand health.
  • Brand Builder campaigns use creativity to improve the fundamental measures of brand health – including awareness, consideration, preference, purchase intent and brand image ownership.
  • The art of building brands extends well beyond creating awareness of a brand’s name and an acceptable level of trust and likeability.
  • Creativity plays a crucial role in bonding with consumers in a way that drives brand consideration and preference, and earns ownership of important image attributes that consumers gravitate toward when shopping the category.
  • To achieve at this level, campaigns need to track and measure brand health metrics such as: brand awareness, brand preference, purchase...

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