Creative Effectiveness Ladder – Level 4

Brand Builder

Brand Builder campaigns improve the fundamental measures of brand health – including awareness, consideration, preference, purchase intent and image attribute ownership. Typical metrics include brand awareness, preference, purchase intent and specific attributes or associations.

James Hurman explains the Creative Effectiveness Ladder

Brand Builder campaigns use creativity to improve the fundamental measures of brand health.

In this episode with marketing expert James Hurman we hear how, if you want to build a brand, you should consider... not talking about the brand.

A Brand Builder story:

Tourism New Zealand: Good Morning World

A social- and content-led strategy with a very human face saw Tourism New Zealand raise its profile by rolling out the welcome mat to international travellers.