Before you continue reading this blog cover your watch with your hand - if you are not wearing a watch this exercise is unfortunately not for you!
Now - without peaking - can you remember what the number 6 on your watch looks like? Is it black? Gold? A line or a dot?
Have you got the answer? Now look at your watch. Were you right? How far off were you?
If you think about how many times a day you look at your watch it could be argued that your watch has a pretty good penetration/awareness rate.
When this exercise was done at the CMO Conference less than 10% got the answer right; keep in mind this is a room full of people obsessed with penetration and awareness!
Klaus-Dieter from Brand:Trust used the exercise to demonstrate the fact that awareness is not always the answer. Just because consumers see a brand does not mean that they necessarily interact with it.