If I had a dollar for every time a CMO proudly displayed a chart showing '10 million impressions,' I could retire. Impressions are easy. Attention is hard. But Equity? Equity is everything. The modern
If I had a dollar for every time a CMO proudly displayed a chart showing '10 million impressions,' I could retire. Impressions are easy. Attention is hard. But Equity?
Equity is everything. The modern CMO's dilemma is that we are addicted to metrics that stroke our egos but starve our businesses. 'Awareness' is the first step, yes, but treating it as the goal is a strategic error.
The Awareness Trap
You can buy awareness. Super Bowl ads, billboards, programmatic display—if you have the budget, people will see your logo. But do they trust it?
Do they value it? Awareness asks, 'Do you know me?' Brand Equity asks, 'Does knowing me matter?' The difference between the two is the difference between a commodity and a premium brand.
Metrics That Actually Pay the Bills
Stop measuring likes and start measuring leverage. Can you charge 20% more than your competitor because of your brand name?
That is Price Premium. Do your customers forgive a mistake because they believe in your mission? That is Resilience. Do they recruit their friends? That is Advocacy. These are the metrics of Brand Equity.
Moving from Noise to Signal
In a noisy world, being 'known' isn't enough. You have to be understood. The brands winning today aren't just loud; they are resonant. They don't just interrupt the conversation; they lead it. As leaders, we need to have the courage to report smaller, deeper numbers to our boards. Because 1,000 true advocates are worth more than 1,000,000 passive impressions.
It's time to stop counting eyeballs and start counting hearts.
