Quite often marketers talk about the value of creating "awareness", as the first step towards consideration, purchase and loyalty. In Love Branding I use the language of loooove and talk about attraction, flirting, dating and building a relationship. I separate brands who are "flings" from brands who are "marriage material" - those you use once and forget, and those you return to. Most times the difference lies in whether you have been able to capture an emotional win of using a product, or if you are simply babbling about the practical, rational wins.
When it comes to "awareness" there is a huge difference between getting positive or negative attention - if people smile or frown when they see the brand. Sure, they can be aware of the nasty taste, the ugly carry bag or the rude staff - but that´s not the awareness we want, right? We want the customer eye brow to rise out of curiousity and interest, not because they are disgusted or simply surprised.
I know you know this :) I know you are not suggesting that the client should be an asshole just to be acknowledged, but be careful about the language you use.
Capturing a person´s eye can be tough. Just look at this video!
Make sure you have their focus. The brain process 400 billion bits of information per second, but we are only aware of 2,000 bits. Lots of things can happen, lots of ads can pass by - but which of them do we SEE. There is no perfect key to make them focus on YOUR brand, but asking questions always works. Sure, you can be different, but wasn´t the gorilla different from the people in white t-shirts? Ask your audience to look for you. Make them aware of their problems.
What do you think? Any ideas?