Scott is focused on building his company's brand. What should he focus on? Select all that apply.

Building brand awareness generally requires reaching a broad audience to establish recognition and familiarity across a wider market. While targeting a specific senior leader might be part of an account-based marketing strategy for sales, it's not the primary focus for overall brand building. Relying solely on thought leadership is insufficient because it primarily builds credibility within a niche, but doesn't guarantee widespread brand recognition or emotional connection with a larger consumer base. A comprehensive brand-building strategy involves consistent messaging across various channels to resonate with a diverse group of potential customers.