Today, everyone will tell you that brand building is tougher than ever before. This conventional wisdom holds whether one is out to establish a new brand or to revitalize an old one. But this is far from the whole story. The real culprit isn't just changed consumer behavior. Marketers' behavior has also changed dramatically.
Patience is out.
Overnight brand building is in. The result of this approach is painfully well known. Marketers have thrown money at advertising, bombarding consumers with messages that don't stick. In short, it usually takes to time to build a brand. Yes, awareness can be established very quickly.