Latest news with #brandawareness
Yahoo
26-05-2025
- Business
- Yahoo
Persium Group Appoints Warren Yancey to Head of Marketing
ATLANTA, May 26, 2025--(BUSINESS WIRE)--Persium Group, a leading advisory firm specializing in wealth management, exit planning for business owners, and retirement plan services, is excited to welcome Warren Yancey as its new Head of Marketing. In this role, Yancey will lead the development and execution of the firm's marketing strategy, with an emphasis on driving brand awareness and deepening engagement among clients and prospects. Yancey brings over a decade of marketing experience in the financial services industry. He began his career at Milner Financial, a well-respected brokerage general agency, where he served as Marketing Director. Most recently, he held the role of Director of Channel Marketing for Transamerica's agency distribution network comprising over 85,000 independent agents and advisors. "As Persium Group continues its exciting growth trajectory, strategic brand development and an effective marketing strategy will be critical factors," said Stephen Griner, Persium Group's CEO. "Warren's experience, leadership, and results-driven approach make him a valuable addition to our team." Yancey holds a Bachelor of Arts degree and Master of Business Administration from the University of Georgia. About Persium Group Persium Group is an independently owned and operated firm that advises business owners, retirement plan committees, and individual investors on pursuing their financial goals. To learn more, visit View source version on Contacts Alison GouldDirector of OperationsPersium Groupagould@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Fast Company
22-05-2025
- Business
- Fast Company
The era of brand awareness is over
Brand awareness is a shallow metric. It tells you if people recognize your name, but it doesn't tell you if they care, feel inspired, and want to take action. That's a huge problem. Just ask Kmart, Kodak, or any number of legacy brands that everyone still recognizes but have been pushing up daisies for years. They were household names that became stagnant and lifeless. Awareness couldn't make up for their complacency and lack of strategic vision. People knew who they were, but grew bored and just stopped caring. Clearly, recognition alone doesn't cut it. So why are so many marketers and agencies still using awareness as a critical benchmark? It's probably because they've been relying on it for decades as proof that their campaigns are working and they just don't know what else to do. They'll tell you that brand awareness gives them a sense of where they stand in the marketplace, and they use metrics like brand recall and share of voice to spot gaps in campaign effectiveness and to refine their strategies. Or they have habitually been using awareness as a stand-in for loyalty and trust, creating an equivalency between people knowing about their brand and people actually caring about their brand. Subscribe to the Daily newsletter. Fast Company's trending stories delivered to you every day Privacy Policy | Fast Company Newsletters This approach fails to take into account the behaviors of 2025 consumers. And it is providing companies with a blurry and incomplete picture of marketing effectiveness and their overall brand health. Instead, they need to take a fresh view that looks at the energy and excitement around a brand and its future trajectory. They need to start tracking brand momentum. CONSUMERS TO BRANDS: YOU'RE BORING ME It's hardly news that consumer behavior has totally transformed over the past several years. Technology has shrunk attention spans, and the advertiser response has been to deliver a never-ending barrage of branded messaging everywhere you look. Instead of claiming space in the memory of the collective culture, traditional advertising is having the opposite effect: It's creating consumer fatigue and disenchantment. This is brand boredom. Exposing consumers to the same information and messages repeatedly leads to a lack of interest and engagement. This phenomenon is exacerbated by the overuse of familiar narratives and clichés which fail to capture consumers' evolving aspirations and needs. It's not simply that people are ignoring ads from brands they're not interested in. When my company surveyed consumers in mid-2024, we found that 30% actually ignore ads from brands they're interested in. When they feel like they've heard this message before, consumers stop listening because they already know what to expect. The rise of brand boredom underscores the need for content that is both relevant and valuable. But when brands fail to deliver, they lose their audience, and repetitive messaging extracts an emotional toll. In our survey, consumers exposed to the same content reported feeling frustrated (29%), disappointed (19%), resentful (16%) and discontent (19%). FROM MINDLESS TO MINDFUL In response to brand boredom, there is a critical need for brands to inject energy and vitality into their communications. Today's consumers are seeking messages that are not only relevant but also invigorating and meaningful. But our study revealed that only a small fraction—13%—feel genuinely moved by current advertisements. advertisement Traditional marketing tactics—and traditional marketing benchmarks—are no longer sufficient to engage today's audience. Brands must explore new and creative ways to deliver their messages. To effectively capture consumer attention, they should focus on producing fresh and innovative content, crafting messages that resonate emotionally with their audience, Just think about the brands that have inserted themselves into today's cultural conversations: the unexpected collabs of Liquid Death; the unhinged social posts of Nutter Butter; the buzzy, of-the-moment campaigns for Skims; or the surprising sports sponsorships of Olipop. These campaigns don't simply increase awareness and share of voice. Instead, they intentionally and mindfully engage with their audiences in unexpected ways that break through the clutter. They change and evolve their messaging constantly so that they cannot be ignored. You can't have this kind of marketing success if all you're trying to do is expand your brand awareness. Nor can you be culturally relevant if you're just looking at conversions. What marketers need is a way to identify if their messaging is actually connecting with consumer expectations. This is where brand momentum comes in. YOUR BRAND IN MOTION In physics, momentum is calculated by multiplying mass times velocity. The same is true in marketing, where mass is the size of your brand's presence, and velocity is the energy and excitement propelling it forward. Brand momentum examines the dynamic and continuous process of maintaining consumer interest and engagement through relevant and resonant messaging. While the limits of brand awareness make it feel stagnant, brand momentum creates a sense of movement and progress that keeps consumers connected to the brand. Using key metrics and consumer feedback, brand momentum assesses campaign performance in three key areas: Attention : Are people noticing the brand? Is it holding onto that attention? Is it creating good buzz and piquing curiosity? Do people feel moved? : Are people noticing the brand? Is it holding onto that attention? Is it creating good buzz and piquing curiosity? Do people feel moved? Animation : Does the brand make consumers energized with creativity and innovation? Is it refreshing? Is it rebellious? Does it evoke curiosity? Does it make you feel something different? : Does the brand make consumers energized with creativity and innovation? Is it refreshing? Is it rebellious? Does it evoke curiosity? Does it make you feel something different? Amplification: Is the brand part of cultural and social conversations? How much are consumers connecting with the brand? Are consumers advocating for the brand and spreading the word organically? The brand momentum score framework goes deep into all aspects of these categories. It takes the concept of brand momentum from a one-dimensional question within a brand tracker and turns it into a multidimensional score crunched from data from 18 separate analyses to deliver the value of brand growth. What all of this does is shift the conversation around marketing effectiveness. If awareness is about 'I've heard of this brand,' then momentum expands the context into 'I'm engaged with this brand; it makes me feel something.' That's the most effective way to use creativity and vitality to combat brand boredom.
Forbes
22-05-2025
- Business
- Forbes
15 Pitch-Perfect Strategies To Win Influencers And Build Partnerships
There's always strength in numbers, especially when it comes to elevating your brand's status in today's marketplace. In a digital economy, driven by social media comments and content marketing, connecting with influencers and high-ranking organizations to collaborate on potential projects is one of the fastest, easiest ways to increase brand awareness and growth. But how do you accomplish that goal if you are an unknown establishment, new to the industry? With the right methods in place, demonstrating your company's value proposition and credibility doesn't have to be as tough as it sounds. Here are 15 ideas from Forbes Business Development Council members to help you get started with a pitch letter worthy of proposing a collab with any influencer or potential partner who knows little to nothing about your emerging brand. Analyze your joint total addressable market size and highlight your market cap or valuation factors if applicable. Understand how your organization can fill a gap that exists in the partner's ecosystem, and focus on complementary areas that would add value to your joint customers. Voilà, you have a great start to your pitch letter! - Anoma Baste, Space Matrix Start with the value prop—why this collab moves the needle for them. Then tie it to a clear use case, shared audience or mutual win. Keep it tight, relevant and confident. The first pitch isn't to close the deal, it's to earn the next conversation. - Aaron Biggs, Summit As a leader, you must have a strong elevator pitch that's also easy to personalize for the audience at hand, whether that's tailoring it for their company or industry, their job title or their knowledge of your business. A great pitch must also include the "what's in it for me" message, clearly stating why they should care about the value your products or services deliver. - Toby Carrington, Seismic Keep it short and visually appealing. Use one bold stat or achievement about your brand (for example, early traction or a unique feature) paired with a sleek design to grab attention and build credibility fast. - Vivek Vishal, Honeywell Forbes Business Development Council is an invitation-only community for sales and biz dev executives. Do I qualify? Lead with value. Show you've done the homework. Make it clear why this collab makes sense right now. Focus less on your intro and more on what's in it for them—their goals, their audience, their brand. Keep it tight, relevant and easy to say yes to. - Michael Fritsch, Smarter Operations Start by learning about them. Look into their audience, how they communicate and what they seem to care about. Then, shape your message so it speaks directly to that. Point out where your brand fits with what they're already doing and show exactly how working with you could be useful for them, not just for you. - Max Avery, Digital Ascension Group When crafting your pitch letter, show you understand the partner's brand and why the collaboration makes sense. Highlight how it can support their strategy and add value to their journey. Focus on strategic alignment and share execution ideas that fit their priorities. This goes beyond just commercial negotiations, demonstrating you've thought through the partnership's long-term potential. - Jayant Walia, Gainbridge The most effective collaborations start with shared values. If your brand is still relatively unknown, your pitch to a potential partner should explain why you and why now. Then, shift the focus to them, articulating how this partnership would benefit their goals, audience or mission. Make it about co-creating something valuable together. - Raviraj Hegde, Donorbox Business partners care about outcomes, so pitch the outcome. Lead with what this collaboration makes possible: revenue, reach, speed, relevance. Then prove you're the only one who can deliver it that way, right now. The best partners don't need convincing—they just need a reason to act. - Alexander Masters, MBA, BIDA, Siemens I always keep it conversational and personal. I avoid sounding like a PR blast because that just feels cold and generic. Instead, I write like I'm talking to a peer—someone I respect, someone I'm genuinely curious about working with. I stay confident, but never salesy or robotic. - Bryce Welker, The CPA Exam Guy Lead with a brief, authentic story that shares your brand's mission and connects to the influencer's values. Show you've done your homework, then highlight how the collaboration benefits them, their audience and your shared goals. Clarity and sincerity are key to turning a cold pitch into a meaningful opportunity. - Rahul Saluja, Cognizant To craft a good pitch, deeply understand the influencer or partner's audience. Research their interests, challenges and expectations. Then, tailor your messaging, tone and unique selling points to highlight how your collaboration benefits them and their audience. Make the value clear—whether it's exclusive content, revenue potential or credibility enhancement—to ensure they see the opportunity. - Anna Jankowska, RTB House Keep your letter short and clear. Avoid unnecessary words—it should be strict and to the point. All details can be discussed later; the goal of the first email is simply to get it opened and read. Use a catchy subject line, a clear structure, key figures and potential benefits. That's all you need. - Dima Raketa, Reputation House Craft a concise pitch letter introducing your brand's mission and value. Highlight one key achievement, like a recent milestone, and propose a specific collab idea tailored to their audience. Include a link to a sleek one-pager with metrics and close with a clear CTA, like scheduling a 15-minute call. - Tomer Warschauer Nuni, PRIM3 Capital Research their career, interests, target audience and pain points. Reference specifics like recent posts. Mention specific content they've created or a recent achievement. Say something like, "I saw your recent post about [specific topic], and it really resonated with me because ..." Showcase how you can help them with case studies, proving tangible results. - William DeCourcy, AmeriLife
Forbes
21-05-2025
- Automotive
- Forbes
Brand Awareness In Today's Market: Cultivating Connections That Matter
JoAnn Yamani is a Senior Fellow of Future 500. getty Brand awareness isn't what it used to be—and that's a good thing. In a marketplace saturated with messages, platforms and products, brand awareness isn't just about being seen. It's about being felt. Today's most resilient and influential brands aren't just recognized—they're remembered, trusted and talked about. The most successful brands create meaningful emotional connections that resonate with people, making them feel something special whenever they interact with the brand. This approach has become essential as we all bounce between digital and physical worlds, expecting consistent yet personalized experiences. Here are a few ways that the most forward-thinking companies are redefining brand awareness in the age of complexity and convergence. Some of today's most impressive innovations are invisible to the average consumer. Technologies like semiconductor hybrid bonding, for instance, are foundational to AI and advanced computing—but few understand them, let alone talk about them. Companies licensing this technology face the challenge of making something invisible and highly technical feel relevant and valuable. The best among them transform this complexity into compelling narratives about possibility. Rather than focusing on technical specifications, they tell stories about how these innovations enable the streaming services that magically know what you'll want to watch next or the e-commerce platforms that understand your shopping intentions before fully forming them yourself. These brands shift the conversation from 'what it is' to 'what it unlocks.' That's the kind of storytelling that builds resonance, not just recognition. Brands that leave a mark aren't only heard or seen, they're experienced. Some of the most progressive companies today are redefining physical environments as experiential hubs, not sales floors. For example, some of the most innovative automotive companies have reimagined what physical spaces can be. Instead of traditional showrooms focused solely on selling cars, they've created community hubs where people can work, socialize and connect with others. These spaces become living embodiments of what the brand stands for, where you can experience their philosophy rather than hear about it. It's more than clever marketing: it's smart psychology. We remember what we experience. When a physical space makes you feel something aligned with your values, the brand becomes part of your identity. Companies working in imaging, AR/VR, or AI perception technologies face two goals: educate and inspire. Their products are often seen as technical marvels. But it's not specs that make people care, it's transformation. They build awareness by creating "wow" moments that demonstrate capability rather than explain it. When a customer puts on an AR headset and suddenly feels what it would be like to sit inside a future product—or visualizes a home before it's built—they aren't just seeing innovation. They're experiencing a paradigm shift. These moments form emotional imprints that are exponentially more powerful than passive media impressions. The brands that create these moments don't just build awareness—they ignite curiosity, confidence and even joy. These perception-shifting moments create powerful brand associations that connect technical capability with emotional impact. As brands scale across geographies and channels, the tension between consistency and localization becomes sharper. But the solution isn't uniformity, it's alignment around core truths. Technology licensing companies offer a great example here. Their products may serve wildly different markets—think the same semiconductor tech enabling AI voice assistants in consumer products and precision imaging in clinical diagnostics. The use cases change, but the underlying promise doesn't: enabling smarter, faster, more human-centered experiences. The brands that navigate this well articulate a flexible identity anchored in mission, not modality. The best way to track brand awareness has changed, too. In a world where traditional brand awareness was once defined by logo recall or share of voice, today's most innovative companies are tracking something deeper: emotional resonance. Are customers advocating for the brand in their networks? Do key decision-makers associate the brand with innovation and leadership? Is the brand mentioned in the success stories of other industry leaders? The brands that thrive will be those that create ecosystems where digital promises and physical experiences reinforce each other, building emotional connections that last beyond any single interaction—whether they're making cars that transform transportation or invisible technologies that power the future of how we perceive and interact with the world around us. Brand awareness today isn't about showing up everywhere—it's about showing up meaningfully somewhere. It's about forging emotional resonance by connecting innovation to human need. It's about designing experiences—both physical and digital—that embody values. And it's about measuring what matters: the quality of connection, not just the quantity of impressions. As the boundaries between industries, channels and experiences continue to blur, brands that thrive will be those that lead with purpose, innovate with empathy, and tell stories that move both minds and hearts. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Harvard Business Review
14-05-2025
- Entertainment
- Harvard Business Review
A New Framework for Going Viral
Not long ago, 'going viral' was the gold standard for marketers. A viral campaign meant unprecedented reach, engagement, and brand awareness. The 2012 'Dumb Ways to Die' campaign by Metro Trains in Melbourne, for instance, was funny, catchy, and inspired countless remakes, parodies, and downloads—making it one of the most beloved public safety campaigns of all time. But today, the things that go viral often do so for the wrong reasons: controversy, outrage, misinformation, or plain discomfort. Consider Dolce & Gabbana's disastrous ' DG Loves China' campaign: It garnered millions of views—but also incited a global backlash, costing the brand an estimated $400 million in lost sales and long-term damage in its second-largest market. This is by no means an exception: According to a 2023 report by Hootsuite, only 5% of content on social media platforms achieves viral status, and much of it is for negative or polarizing reasons. In this highly sensitive climate, the critical question for brand leaders to consider is: Do we even want to go viral anymore? The truth is virality isn't dead and still matters. Even with the shifts in algorithms and audience behavior, generating a buzz around your content remains a powerful tool for brands as virality is a significant known driver of both brand recall and consumer engagement. To help brands navigate the complexities of modern virality, I developed the SPREAD framework, grounded in social science research and refined through years of teaching executive education courses to brand marketers and other decision-makers. This framework empowers teams to critically unpack, assess, and optimize the viral potential of their content before it's released and helps ensure that what they produce is impactful and safe to share. Following are the six dimensions of the SPREAD framework. Socially Useful and Sensitive Campaigns that succeed today often do more than entertain—they help audiences do or say something valuable. Duolingo, for instance, used its viral owl mascot in 2024 to champion language equity. Through TikTok, it promoted multilingual literacy programs, leading to over 800 million views across user-generated videos and a 54% year-over-year increase in app downloads globally. Or consider Dove's 'Cost of Beauty' campaign, which spotlighted the impact of social media on youth mental health. The brand partnered with mental health organizations, leading to over 6.6 billion impressions in the U.S. and a 5.5% increase in value sales. The campaign's resonance was deeply personal: By sharing it, people were able to signal empathy, alignment with body positivity, and their support for mental health, helping others while also reinforcing their own values. This blend of individual identity expression and social contribution helps explain the ad's powerful reach. Together, social utility and sensitivity drive shares because they encourage the act of sharing. Questions to gauge whether content is socially useful and sensitive: Does the content offer value or meaning to the sharer (for example, by helping them to signal their values to others, or by strengthening social bonds between the sharer and their audience?) Is it content people will feel good sharing and that amplifies values such as empathy or personal identity? Will sharing this content reflect positively on the sender's relationship with recipients (both existing followers and new viewers)? Does this content ignore or trivialize current social sensitivities? Provocative Great campaigns prompt people to reflect—even argue—as long as it is strategic and culturally sensitive. Provocative content challenges norms, surprises audiences, or sparks curiosity, a known driver of human sharing. Patagonia's 'Don't Buy This Jacket' campaign is another prime example, as it urged consumers to reconsider overconsumption while aligning with the brand's mission to champion sustainability. Similarly, Elf Beauty launched the 'So Many Dicks' 2024 campaign as a bold move to highlight the overrepresentation of men named Richard, Rick, or Dick on U.S. boards (vs. women or people from underrepresented groups). By leveraging cheeky humor and a provocative title, the brand effectively put the spotlight on the lack of diversity of corporate boards, achieving 2.3 billion organic media impressions and boosting awareness by 20%. But not all provocation is productive, especially when it doesn't take into account the broader system. Take Apple's 2023 ' Crush!' iPad ad. Intended to spark global dialogue around creativity, tech, and AI, it ended up receiving a massive backlash for appearing tone deaf (destroying creative tools, the very positioning of Apple, core to the brand followers' identity). The lesson? Provocation should serve a point, not just grab attention. Similarly, even campaigns with good intentions can backfire when they seem to overlook social pain points. For example, Pepsi's 2017 ad featuring Kendall Jenner attempted to tap into the power of protest imagery to promote unity—but trivialized serious movements like Black Lives Matter by suggesting that a soft drink could resolve systemic tensions. The backlash was swift and global: The ad was pulled within 24 hours, and Pepsi issued a public apology. Questions to gauge whether content is provocative: Does this content challenge norms or spark curiosity? How surprising or counterintuitive is the format or message of the content? Does this content provoke in a way that could read as tone deaf or offensive? For example, does it oversimplify complex issues? Offer the brand as a quick fix to systemic problems? Does it characterize itself as a hero (rather than amplify affected voices)? Does it adopt a prescriptive tone, telling people what they should do? Replicable Memes, challenges, and remixes thrive because they give people a sense of ownership or participation with the campaign. For instance, TikTok's 2024 'Roman Empire' trend—where users joked about how often men think about ancient Rome—triggered brands like Netflix, Domino's, and even academic institutions to co-opt it. The original trend sparked over 2.1 billion views, with 12,000+ brand-affiliated remakes. Heinz's 'Draw Ketchup' campaign also nailed this approach. By asking fans to 'draw ketchup' and post it online, it generated over $5.8 million in earned media, 127 times the initial media investment, and led to limited-edition bottles selling out in under three hours. The key is to make it easy for people to feel engaged and able to participate. Questions to gauge whether content is replicable: How easy would it be for someone to copy, remix, or respond to this content? Does this content make users want to engage and create their own version (e.g., by actively encouraging memes, remixes, duets, or challenges?) Is the content too complex or polished to inspire user participation? Emotional Activating emotions —and, in particular, engineering emotional roller coasters—drives virality. But in today's climate, relevant emotions matter more than just intensity. Airbnb's 'Made Possible by Hosts' built emotional journeys through real stories of travelers reconnecting with loved ones. By tapping into nostalgia and reconnection after Covid, the series resonated deeply with audiences emerging from pandemic lockdowns and resulted in a 15% increase in overall traffic in the third quarter of 2021 in countries where the campaign has run, compared to 2019. After six months running the campaign, Airbnb posted its highest-ever profit, with net income up 280% year on year to $834 million. Compare this to Peloton's infamous ' Christmas Gift' ad, which tried to tug at emotions but was interpreted as tone deaf and sexist—a reminder that misreading emotional tone can backfire. Questions to gauge whether content is emotional: Does this content evoke a strong emotional response (e.g., joy, sadness, awe)? Does the emotion evoked seem relevant and aligned to the product being advertised or the aim of the campaign? Ambiguous Ambiguity sparks curiosity—and fuels sharing. Lego's ' Rebuild the World' campaign used surreal, dreamlike scenes that defied logic, prompting viewers to interpret the campaign in their own way, resulting in a 14% revenue increase. Similarly, Indian fashion brand Wrogn, co-founded by cricketer Virat Kohli, launched the ' Wrogn Mystery ' campaign in March 2023. The brand posted cryptic images of Kohli with unrelated objects, captioned with #IYKYK ('If You Know, You Know'), prompting fans to decipher the hidden meanings. The campaign achieved over 42 million impressions in a single day. Ambiguity works because people enjoy the process of decoding —and sharing—their theories. Similarly, Fix Dessert Chocolatier's recent global success stemmed, in part, from an initial lack of clarity about the brand's origins. This fueled curiosity and sparked discussions, encouraging audiences to explore further and discover more about the product. Questions to gauge whether content is ambiguous: Does this content leave space for different interpretations or personal meaning? Do parts of the content trigger curiosity or leave unanswered questions? How likely is it that people will discuss or debate what this content really means? Distributive Finally, content must be designed for distribution—not just creation. Content that travels well adapts to the logic of multiple platforms—from TikTok remixes and Instagram reposts to Reddit threads and forwarded messages on WhatsApp. This means it's not overly reliant on one channel's norms (like trending sounds or visual filters), but built around formats, stories, or tropes that people can pick up and modify to fit anywhere. While replicable content invites imitation (like challenges or memes), distributive content is engineered to travel—to be frictionless across channels, formats, and audiences. For example, the #DollyPartonChallenge—where users posted four versions of themselves for LinkedIn, Facebook, Instagram, and Tinder—spread widely because it naturally invited replication across platforms, not just one. Similarly, Disney's #ShareYourEars campaign made sharing effortless by inviting fans to post photos of themselves wearing Mickey Mouse ears, each post contributing to a donation for the Make-A-Wish Foundation. In the same vein, the 2023 Barbie movie marketing team developed memes, filters, and visual 'templates' explicitly made to be shared. Their AI-generated poster-creator tool led to over 4 million user-made images in one month, helping 'Barbenheimer' become a cultural phenomenon. In distributive campaigns, marketers prompt people to tag others (e.g., through a challenge like 'Tag someone who'd ace this in 3 seconds' or identity-specific framing like 'Only 90s kids will remember this' or 'Tag a fellow runner who gets this'). These campaigns also create clever hashtags and encourage their audience to use them, thus adding their individual contributions to the broader community. For example, Barbie marketers encouraged people to use the hashtag #Barbiecore on photos or videos in which they were dressed in pale pink. Similarly, Fix Dessert Chocolatier's 'Can't Get #Knafeh Of It,' asked people to use the #knafeh hashtag when they ate or reviewed Fix Dessert's chocolate on any of their social media platforms. Questions to gauge whether content is distributable: Does the format make sharing effortless—for example, by offering clear prompts (like 'Tag a friend who…'), easy-to-copy templates, campaign-specific language (like hashtags), or native platform features like one-click reposts or sticker integrations? Is it easy to imagine people sharing or amplifying this content across different channels? Does the message actively nudge recipients to share the content with others (for example, via Instagram or TikTok)? . . . The point of this framework is not to answer 'yes' to every question, but to give brands the ability to align on which aspects of virality they hope to hit upon with their campaign. Now that algorithms prioritize personalized content over broad reach, engagement metrics have evolved to focus on meaningful interactions, and audience behavior has become more discerning and fragmented. The SPREAD framework provides a roadmap for brands to achieve resonance and relevance and build authentic connections, helping them cut through the noise and stand out for all the right reasons. By carefully balancing the six dimensions, brands can create content that resonates without compromising their values.
