Ground floor: “I know that brand”  Up to “I like it” Up to “I need it” Up to “I have to own it” Up to  “I’ll buy” Up to  “I’m glad I bought it and you would be, too.”   Are you rising on the brand elevator? Ascend: Awareness, Preference, Desire, Urgency, Purchase, Evangelism. Those who obsess over awareness (because it’s so …