Tie your brand campaigns to revenue, NOT just awareness

If you measure the effectiveness of your brand campaigns through awareness, you're going to get fired. Awareness does not pay bills. What pays bills is revenue. You have to be able to tie brand campaigns down to revenue. And guess what? Everything that we talked about, search, social, podcast, billboards, email, you can constitute those to be brand campaigns. This is nothing different about measuring brand campaigns from anything else that you don't call brand campaigns. Now here's a fun little tidbit. What people say versus what people do are completely different things. So Brendan talked about self reported attribution and they said something. Now the reality is this is a fun, fun example. There's a company called or an institute called the Pew Research Institute. They ran an online poll where they asked people, are you certified qualified to operate a nuclear submarine? 12% of the people said yes. The real answer to that question is zero.