Better Late Than Never

It comes as no surprise to me that awareness doesn’t necessarily translate to purchase. I saw that there was something inherently wrong with the long-standing purchase funnel back years ago when I was in grad school. That’s why I not only pioneered the Brandtailing methodology but also built an entire agency around the principle by flipping the traditional funnel upside down – because I believed so strongly that the old approach to advertising was simply not effective.

And now, some of those same people who thought I was insane for suggesting we deviate from the norm all those years ago are starting to come around. Blame it on better research. Blame it on increasing competition among agencies for business. Blame it on particularly tough economic times. But experts are finally beginning to realize that it takes more than just creating awareness to build a client’s brand, both in the short-term and the long-term. Suddenly paying just as much attention to next-day sales and transactions as to the overall brand reputation is in vogue – it’s quickly becoming the cool thing to do. You know what they say: better late than never.

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Article: Turn the funnel upside down