Brand A.D.D.: There is a Cure
Achieving media involvement, not merely impressions, is key to overcoming attention deficit among consumers
Memo to CEOs everywhere: Your growth engine is losing power and performance.
I'm talking about advertising, the longtime centerpiece of all the communication we buy to build a brand. In a world characterized by over-choice, overwork, and overload, consumers increasingly have less of an attention span for brand messages. What's more, few people live the lifestyle on which the classical marketing formula is predicated, while a growing contingent is openly hostile to advertising. Call it Brand A.D.D. (attention deficit disorder). For advertisers, it's nothing short of a connection crisis.
To cope with this phenomenon, there are specific changes we can make to restore the performance of advertising.
- Start by accepting that connection, not awareness, is the goal of marketing. Connection is getting on the consumer's wavelength, so they identify with the brand.
- Apply the same rigorous behavioral understanding that underlies creative development to media.
- Measure media involvement, not just media impressions.
- And invest in new research tools, such as the Involvement Index initiative in magazines and proprietary fusion products that can accurately compare target consumers' involvement within multiple media.