Managing Director, Business Strategy at MONOGRAM, Amy Colbourn, from a boutique branding and brand marketing agency specializing in luxury hospitality and casino marketing, discusses the misconception that brand awareness is overrated. She delves into how brands can shift their focus from brand awareness to metrics like brand engagement and advocacy, emphasizing the importance of creating deeper emotional connections with consumers through storytelling. Amy also explores the role of data analytics in redirecting efforts towards more meaningful brand-building activities.
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