Jane Macdonald Jane Macdonald

Why Exposure Alone Won’t Build Long-term Success

Think about running shoes. If I asked you to name a brand, chances are Nike or adidas sprinted to the front of your mind. Maybe New Balance or Asics followed close behind. That quick recall is brand salience—the mental shortcut that puts certain names at the front of the line.

Exposure plays a big role in building that recall. The more often you see a brand, the more likely it is to pop into your head when you’re ready to buy. But exposure by itself isn’t enough. Long-term success comes from being remembered and chosen—which requires trust, relevance, and distinctiveness, not just visibility.

In this blog, we’ll explore why exposure matters, where it falls short, and what else you need to build a brand that lasts.

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Jane Macdonald Jane Macdonald

Brands Are Built Over Years, So Why Do We Manage Them Over Quarters?

Brands Are Built Over Years, So Why Do We Manage Them Over Quarters?

We can’t take credit for this very poignant question. That one goes to the big brains Leonard Lodish and Carl Mela over at Harvard Business Review, but I can repeat it - because it’s a question worth asking and one that comes up time and time again (most recently in the AMI article below - definitely worth a read).

We marketers love a refresh. A rebrand. A bold new campaign. But here’s the reality:

Consistent brands are stronger brands.

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Jane Macdonald Jane Macdonald

Why Social Media Alone Won’t Grow Your Business: A Full-Funnel Approach Matters

If you're a small business owner in Christchurch or anywhere across New Zealand, you’ve probably felt the pressure to focus your marketing efforts on social media. It makes sense—social media is everywhere. It’s engaging, immediate, and seems to be where the action is. In fact, I’ve often found that the first question clients ask me is, “Can you help us with our Instagram strategy?”

But here’s the thing: social media is just one piece of the puzzle. While it’s an important tool in any marketing strategy, relying solely on social media won’t bring the sustainable growth your business needs to thrive.

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