With 90 million Americans tuned in, advertisements have become as much a part of the Super Bowl as the game itself. Ads dominate morning after water cooler chatter across the country, elevating existing brands and putting previously unheard of companies on the map.

But building awareness – even with a venue as large as the Super Bowl – is not enough to drive consumers to choose your product or service. The key to driving sales is effectively communicating your brand – who you are and what you stand for – to customers.

As Rachel Kerestes, Director of Brand Strategy at MiresBall, explains in an interview with CBS 8 the best ads are those that build buzz while syncing with a company’s brand strategy. When they do those ads not only raise awareness, but also reinforce positioning, generate customer loyalty and most importantly help drive sales.