How do I build brand fame?

Asks how brands can build fame to improve business results.
  • Brand fame can be viewed as a communication model or linked to mental availability; either way, it is proven to drive stronger business results.
  • Creatively effective campaigns are much more likely than not to deliver “influential idea” results linked to fame – recall, sharing and earned media.
  • There are “four facets of fame” – intrinsic brand “stickiness”, visible mass reach to create “common knowledge”, distinctive identifiers and social diffusion.
  • To create fame, brands should look to “right brain” creativity and/or highly PR-able ideas....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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