Many brands believe the biggest challenge they have is creating more brand awareness. If they could only get on the radar of potential customers then many of their problems would disappear. And yet brands like Macy’s and Ralph Lauren that have built awareness for decades are struggling to remain viable. Their biggest problem isn’t getting on the customer’s radar, it is (and has been for some time) keeping the customer on their radar.

The brands that have thrived and become important to us in recent times remain relevant because they see us, not because they made us more aware of them. We succeed by understanding how to create value, joy and connection not simply by being more visible.

Image by Anthony Quintano.