There’s a lot of absolutism going on in politics today. Absolutism is very binary: on or off. Marketing has grown to be more absolute: sale or no sale. But branding is best looked at as an incremental practice. That doesn’t mean you can’t sell a product to a person upon first impression, not at all. But the process of building or engineering preference takes time. And if you are able manage all the steps to a sale “awareness, interest, desire and purchase” in a single web or retail session, you need to keep the foot on the pedal to strengthen that relationship. Because someone who can go from unaware-to-brand love in minutes, is apt to do so again – at your expense.
So look at branding as a long term effort. Measure sales along side positive attitude changes, once or twice a year, and do it for a minimum of 10 years. It takes a while to seed and germinate your claim and proof array.
That said, patience is not a virtue many marketers possess. That’s the reality. Yet it is a virtue brand manager must. Engineer your preference and it will last and last.