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Be known to people who are not yet looking, so the brand is already in mind when the search begins.

Work from here— 1

The jobs this model declares that begin on a goal. Where one can be done from here, its page is already written.

• Build a measurement planI have a goal and I need to show how it will be evidenced, what has to be instrumented, and what we are committing to. 3 of 4 answered

Questions answered from here— 3

• How is a goal evidenced, and by which observed facts?
• Which questions does a goal raise, and which readings answer them?
• Which goal moves people toward each rung of the ladder, and which rung comes next?

Compose from here— 7

Brand Awareness can stand in 7 roles across the patterns this model declares. Pick one and the answer is drawn here, from the published graph.

• How a goal is evidenced board → holds KPIs, Metrics, Signals, Events · the question
• Which questions a goal raises board → holds Intelligence, Metrics · the question
• Which purposes act on an answer board → holds Intelligence, Campaign Purpose, Campaign · the question
• Which goal pursues each rung board → holds Lifecycle Stages, Lifecycle Stages · the question
• Which targets quantify a goal, and by when board → holds Targets, Time Windows · the question
• Which goal a reading serves board → holds KPIs · the question
• The activation loop board → holds Campaign, Tactics, Actions, Events, Signals, Metrics, KPIs · the shape

Related— 2

• advances stage →AwarenessLifecycle Stages
• grounds on →MeasureEntities

Pointed at by— 5

• asks →Brand IntelligenceIntelligence
• asks →Competitive IntelligenceIntelligence
• is served by KPI →Share of VoiceKPIs
• is served by KPI →ReachKPIs
• is served by KPI →Effective FrequencyKPIs