Brand Awareness ≠ Brand Devotion

Made by @culdesaccreative

There’s a narrative doing the rounds: 

“Brand awareness is dead.”

With AI-generated content, shrinking attention spans, and endless noise, the hot take is that awareness doesn’t matter, it’s all about brand devotion: emotional, connection, loyalty, belief.

But here’s the thing: devotion doesn’t just appear.

It starts with awareness. Because you can’t love what you’ve never noticed.

The real problem

Most brands stop at awareness. They reach, rack up views, launch a glossy campaign, and call it done. Then they wonder why no one sticks around.

The truth is: most of us live in the awareness lane. That’s what gets briefed. That’s where the budgets go. And that’s fine, it’s part of the job.

But the jump from awareness to devotion? That’s where it gets interesting.

Awareness is the platform, not the prize

The leap from brand awareness to brand devotion is where the real brand strategy and storytelling live. It’s where repetition, clarity, and integrity transform a casual audience into a loyal one.

And let’s be real, it takes more than words. It takes a product or service that earns devotion.

So no, brand awareness isn’t dead. It’s just the beginning.

Let’s stop treating awareness like the finish line and start using it as the platform.

Because in a world full of noise, the win isn’t being seen. It’s being remembered for the right reasons.

At Cul-de-sac Creative, we help brands make the leap from noticed to truly unforgettable. We don’t just stop at awareness. Through strategic storytelling, creative disruption, and authentic brand building, we create work that not only captures attention but also earns loyalty. If you’re ready to make a move beyond the surface-level awareness and build the kind of devotion that lasts, let’s start the conversation.

Aryani Singh & Marco Cicchianni, September 2025