Barking Translated

Okay, so the barking dog metaphor works to a degree, but the logic gets a bit circuitous.

Here’s the take-away:

Building a brand is not about creating awareness. If you don’t put your brand in context, if your audience doesn’t know what you stand for and why they should care, then you are not building a brand.

Awareness is nice, but in the absence of smart, strategic and relevant positioning, it’s just a lot of noise.