There is nothing more frustrating than seeing a competitor growing faster than you solely because of name recognition, especially when you know that your product or service is vastly superior to them. However, with so many companies vying for consumer attention, it can sometimes feel like a sisyphean task trying to generate awareness for your brand.
Therefore, in an attempt to beat the competition, many organizations spend vast sums of money on in-house marketing teams or external ad agencies to generate brand awareness. While this helps, I’ve seen that consumers today want to ensure that whatever they are purchasing is reputable and reliable, and with the current landscape of mistrust and fake news, gaining a customer’s trust is more difficult than ever. This is why earned media is so important.