The three questions posed require an effort to recall from our memories and bring to consciousness two names and a date

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The wonderful thing is that they did not only invoke these names or dates, but most likely, they brought back memories, images, sounds and even smells of situations (real or not) that revived today in the unknown world of our minds and consciences.

And this unknown is interesting, because even though we have made important advances in science regarding our brain and the way we remember and generate consciousness and self-awareness, the path of knowledge with these human areas is still long and not as illuminated as other parts of our body.

Ok, so as not to digress further, awareness is precisely what we call conscience, in effect it is being aware of a brand, which is still far from knowing the brand, that is to say, just like the mother's birthday or the teacher's name, those valuable data are housed in the hidden internal world of the dear reader.

Now, when do these data become active? Perhaps for the birthday all india phone number of our holy and divine mother, they will be useful in the month in which it happens, so as to have the necessary time to buy a gift and probably give us time to prepare ourselves psycho-socially to meet up with relatives that we see once every three World Cups.

That is to say, the frequency with which we remember the event is at least once a year, but the name of the teacher? Maybe once every 10 years when there is a meeting of former classmates who today you see fatter, balder and some rather re "fabricated", and the TV series? Maybe its frequency is a little higher and it comes to the surface when we meet with friends and remember anecdotes or when we play Tutti frutti (stop, halt pencil, chantón, 1?? stop cart, autopencil, high school) and we need to fill in that movie or series name.

So how do we build this awareness? And why is it still key to successfully executing any business strategy?

The most plausible answer to the first question is frankly and directly through advertising, which is the most well-known and proven way to achieve this goal, where the role of the marketer is key to building that level of awareness that helps the consideration of the brand at the moment when the consumer identifies their need and begins the zero moment of the purchase. So what are the basic considerations for our advertising to generate the level of awareness that we require?

First, let's go back to the example of Mom's birthday, which is fresher in our memory for various reasons;

It is significant; what makes it memorable is that it occurs with a periodic frequency of once a year and we have been experiencing it since we were aware of it (a large part of our life) and three, there is a context that makes it easier for you to remember it; be it the weather, the family or sadly your own mother.

That is, it has three ingredients that we must remember and consider when generating our initiatives to increase or maintain brand awareness:

Significance, Frequency and Context.

In order to establish these three variables in an efficient and structured way, we need to be clear about the consumer insight (which we will explain in a later post), the consumption situation and the brand values ​​for the consumer, which will help us understand each of these contexts, giving us an idea of ​​the concept of each "ingredient".