​Brand building is designed to create an ongoing stream of future customers. Advertising can do this by establishing long-lasting memories in the minds of a broad range of potential customers. These memories mean that the brand and what it offers are more likely to come to people’s minds, and feel relevant, whenever people think of buying the category. To achieve this, advertising needs to be noticed and remembered. A brand can be thought of as the set of associations connected with the brand’s name that have built up in consumers’ memories. Brand managers go to a lot of trouble when determining which associations would make the brand a compelling choice. Advertising plays a major role in building the desired set of mental associations.

Great strategy is identifying which mental associations will work best; great execution is laying down these associations cost efficiently.

​What to learn more? Try asking Virtual Dan White.