Brand dollars don’t work when you aim them at the wrong challenge.
During last week’s panel discussion with Katherine Melchior Ray, Nataly Kelly, and Laura Ries on using AI for corporate branding, I shared a simple framework that I find helpful for diagnosing brand challenges and priorities.
👉 There are two types of brand challenges requiring very different playbooks:
🎯 Brand awareness = Reach problem
Top-of-funnel → Owned by growth/performance → Solved with earned, owned, paid media, and distribution.
🎨 Brand equity = Perception and reputation problem
→ Everyone's job (marketing, product, customer success, leadership) → Solved with consistent experience and cultural alignment
Now,
You can’t fix awareness with equity tactics.
And you can’t fix equity problems by buying reach.
Yet companies confuse the two all the time and waste brand budget in the process.
👉 Ask yourself: What brand challenge are you trying to solve right now? Is that a reach problem, or a trust and perception problem?
Thanks again to Richard Cotton and Rhys Phillips at DataCamp for hosting a fantastic session on using data and AI in corporate branding.
________________
♻️ Share this with your network
➕ Follow Benoîte Yver for more.
During last week’s panel discussion with Katherine Melchior Ray, Nataly Kelly, and Laura Ries on using AI for corporate branding, I shared a simple framework that I find helpful for diagnosing brand challenges and priorities.
👉 There are two types of brand challenges requiring very different playbooks:
🎯 Brand awareness = Reach problem
Top-of-funnel → Owned by growth/performance → Solved with earned, owned, paid media, and distribution.
🎨 Brand equity = Perception and reputation problem
→ Everyone's job (marketing, product, customer success, leadership) → Solved with consistent experience and cultural alignment
Now,
You can’t fix awareness with equity tactics.
And you can’t fix equity problems by buying reach.
Yet companies confuse the two all the time and waste brand budget in the process.
👉 Ask yourself: What brand challenge are you trying to solve right now? Is that a reach problem, or a trust and perception problem?
Thanks again to Richard Cotton and Rhys Phillips at DataCamp for hosting a fantastic session on using data and AI in corporate branding.
________________
♻️ Share this with your network
➕ Follow Benoîte Yver for more.
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