Striving for brand preference versus brand awareness

Mark Schaefer
1 min readDec 19, 2022

A short observation on brand preference.

Think of a soft drink brand.

There is a good chance you named a Coke or Pepsi product because of their profound brand strength. They have a top of mind awareness.

Now, think of your favorite soft drink.

Perhaps it’s something different. For me, it’s Fresca. That product that has my top of mind brand preference.

In marketing, top of mind awareness is good, but top of mind brand preference is essential because that’s what drives sales.

You can have top of mind awareness just by being loud.

To have top of mind brand preference, you must have meaning.

I appreciate you and the time you took out of your day to read this! You can find more articles like this from me on the top-rated {grow} blog and while you’re there, take a look at my Marketing Companion podcast and my keynote speaking page. For news and insights find me on Twitter at @markwschaefer, to see what I do when I’m not working, follow me on Instagram, and to discover my $RISE creator community here.

Image created by MidJourney AI

Originally published at on December 19, 2022.



Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!