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Who Cares About Awareness?

Awareness.

It's one of our primary goals in marketing our radio stations.

But what if awareness doesn't equate to impact?

In fact, why SHOULD the simple awareness of a radio station have anything to do with listeners' propensity to listen to it?

I've argued this case before. And the following piece argues it particularly well.

Branding Blog: Monday Morning Memo - Name Recognition isn't Branding

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