Brand Awareness
How many people know you exist. The marketing goal invoked when results can't be measured — 'it's a brand play' is what campaigns without conversion data get called at review time.
Heard in the wild
“The billboard was a brand awareness play, which conveniently defies measurement.”
Tone check: Cliché
Real and long-term, but conveniently unfalsifiable. A brand budget with zero metrics is a faith-based initiative.