Not so long ago it used to be that the role of marketers, communicators, and politicians was to fall in love with their target audience.

Effective content moves mid-funnel metrics. Unless you work at a breakthrough company, your brand health metrics look very similar to the vast majority of other brands. You have strong aided awareness and strong conversion rates, but your mid-funnel metrics are weak.

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Jonathan, a CMO in Boston, Massachusetts who has this question about reviving a brand.