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Brand Building Action Points

1. Reassess
Reassess your fundamentals. If you have hit your reach targets, but not delivered a change in brand consideration or purchase intent then it’s time to take a different approach.

2. Test
Start slow and move systematically. Test and learn in one city and observe the results, building your own KPIs in the process.

3. Measure
Measure outcomes (business, behavior, attitude) not just outputs (reach, impressions). The results will help make media investment most effective.

4. Invest in e-commerce
Assign more budget to performance and e-commerce media platforms as a way to reach consumers directly. 

5. Build difference
Build more focus on driving meaning and difference for your brand. Achieving this objective almost always involves leveraging integrated communication plans that help the brand build deeper relationships with selected consumers