When Awareness Isn’t Enough: How Smart Brand Associations Outperform Big Spending

In marketing, pouring millions into visibility can get you noticed—but only the brands who connect that visibility to values, stories, or associations people care about make a lasting impression. I’ve observed this distinction in both my own work and in recent high‐profile campaigns.

What works and what doesn’t in communications

From my professional experience in [your field or industry], one communication style that works well is when a message ties into something people already care about—whether that’s sustainability, social justice, family, or humor. For example, when I worked on a campaign for a small local business, instead of simply highlighting “50% off,” we crafted messages around supporting local job‐creators, which resonated more with our community and drew engagement—not just clicks.

On the flip side, communications that fail tend to be overly generic or purely promotional. They might get attention, but they don’t build trust or affinity. If a brand only shouts “We’re here!” without saying why I should care, the audience forgets fast.

Brands with consistent, positive image through association

Brands that do this well include Patagonia, which has built its image around environmental stewardship; when it speaks up about climate policy or plastic reduction, it doesn’t feel opportunistic—it aligns with their core identity.

Another is LEGO, which associates itself with creativity, education, and childhood imagination. Their partnerships (e.g. educational programs), their challenges, even how they design sets all reinforce that image.

Brands struggling with consistency

On the other hand, some brands undermine their own image through mixed messages. A service‐oriented company may promise “customer first” but deliver slow support, eroding trust. Or a luxury brand that endorses sustainability but uses cheap materials, which exposes them when customers look deeper.

The Super Bowl Ads: Awareness vs. Image Gains

The 2025 best Super Bowl ads (as compiled by USA Today) provide useful test cases:

·       Some brands (“big spenders”) invested huge sums simply to increase brand awareness. Their ads are flashy, star‐studded, and widely shared—but the audience often remembers the stunt, not the brand values. For example, [Brand A] ran a celebrity‐packed ad that generated buzz, but many people said “Cool ad, but what exactly does the company stand for?”

·       Other brands used the platform to improve image through relevant, positive associations. They told stories tied to social issues, community values, or brand heritage. For instance, [Brand B] focused on themes of unity and inclusion, resonating deeply and reinforcing trust and emotional connection—not just recognition.

Lessons and How to Apply

From these examples, here are actionable takeaways:

1.     Define what you want to be known for, not just how many eyes you want.

2.     Choose associations wisely—social causes, events, or narratives that align with your brand’s mission and are likely important to your audience.

3.     Be consistent. Repetition of the same values in different contexts (advertising, customer service, product design) helps build a coherent image.

4.     Measure beyond reach. Track not only impressions or reach, but perception metrics: trust, brand favorability, and emotional connection.

By focusing not merely on spending big, but on making your message matter, you build equity that lasts. (Personal note: in my next campaign I’m planning to test two versions—one that