Sure, I mention brand from time to time.  I have to.  Part of my job.

But in the context of a campaign brand doesn’t always matter.  This is particularly true of utility brands like those of software, energy and health products (as opposed to lifestyle brands).  Given that you have a good product, simply raising awareness of the problem it solves can be enough to generate conversion.  For example, the increase in awareness that a virus causes certain kinds of cervical cancer has raised interest in vaccines for the virus.

The most important element at the start of this kind of awareness effort is the operational goal.  Having a solid objective conversion  allows you to develop solutions that are meant to inspire certain outcomes whether your brand is involved or not.  Success is based on the actions taken by your target market, not on brand awareness.  If you believe in the products you sell then arming your market with information about the issues you address will ultimately lead them to your door.

The Internet allows you to control your own content distribution initially, but it’s not that great at letting you control your message once you’ve put it out.  The key creative element in developing content is authenticity.  You have to be prepared to live with what you create over the long term, but if you do it right, with the customer interest at the top of your priority list, there’s a definite upside.  Authentic content, content that can be trusted, creates pull to your brand, and that always works better than push.   Providing people with solid information allows them to make the decision for themselves.

Of course when consumers become aware of the problem you still have to offer them the best solution.  But you’re already doing that.