About this episode

Sonia Thompson discusses why great brand messaging often fails to reach ideal customers due to various factors influencing their consideration.

Great brand messaging doesn't guarantee your brand will make the consideration set. In this episode of Frictionless Growth Lab, Sonia Thompson explores why ideal customers often overlook brands before they ever evaluate their messaging. Learn how buyer personas, customer identity, and customer decision-making influence consideration, customer acquisition, and brand growth—and why understanding how different people decide is essential to modern marketing. If you want stronger marketing strategy, more effective brand messaging, and frictionless brand growth, this episode is for you. Chat with Sonia: sonia@soniaethompson.com

People in this episode

Host: Sonia Thompson

Topics covered

• brand messaging
• customer consideration
• buyer personas
• customer identity
• decision-making
• marketing strategy

Keywords

• brand messaging
• customer acquisition
• marketing strategy
• buyer personas
• customer decision-making

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• 220. Can Marketing Repair Broken Trust? Lessons from Target's Jay-Z Partnership · June 18, 2026 · 10 min

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