Insights & Trends
When we first began discussing CAPOV, we expected a lot of confusion and pushback.
“This is brand awareness.”
“These are simply brand claims.”
I will discuss why they are both and have to work together over the next two articles and why Category Awareness with a Point of View is different than Category Awareness or Brand Awareness alone. How this works in this modern age is critical.
There’s no brand manager who is going to agree to spending against Category Awareness. But that is suddenly the name of the game. And you better do it with a point of view.
Why is this even a thing to discuss? An explosion of ads.
Our prospect consumers are simply overwhelmed by the number of messages they receive. But we have to make a dent. We have to get them to consider something.
The objective is to get them to consider that something interesting is going on in the category. And that something is your product.
In the 2019 Super Bowl, Bud Light aired an interesting series, a $20-million dollar wager to get consumers to consider the category from their point of view.
Before we can get the consumer to consider our brand, we have to get them to simply consider the category we are in… travel, banking, mustard, pet health. The modern customer is editing their exposure to marketing and as I’ve said previously, they don’t trust us anyway. So, to get them to pay attention, we have to open up the discussion much more broadly to the category level. And then we must provide our point of view (because, after all, we are paying for it.)
Category Awareness with a Point of View is our trigger, our first way to make a dent in the prospect’s thinking. It must engage, educated, provoke, enchant or SOMETHING to gain attention to the category and provide our (brand) point of view.
Historically, thinking has generally stopped here. But this is only where it begins. What happens next is changing everything we know.
Chief Executive Officer
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