Promotion Off the Beaten Path


“Creating awareness” is one of those phrases you hear a lot, but it’s always seemed wishy-washy to me. It’s like the second cousin of marketing or the next door neighbor of branding.

I imagine a meeting after an awareness campaign going much like this:

Q: “So, how’d it go? Did we get more sales?”
A: “No, sales are flat.”

Q: “OK, well, how’s traffic on the site?”
A: “Unchanged.”

Q: “Really? Did we see any benefit at all?”
A: “Totally! Apparently, people know we exist.”

Q: “And…”
A: “That’s it. We did it! WOO! WOOOO!”


Maybe I just don’t understand it, but perhaps, going forward, we’ll all be a little more aware of awareness.

Mark Anderson Mark Anderson's cartoons appear in publications including Forbes, The Wall Street Journal and Harvard Business Review. His business cartoons are available for licensing at his website,