Brand building in a low-attention world | WARC | The Feed
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Brand building in a low-attention world
The vital role of commanding consumers’ attention in brand building is frequently overlooked, but a growing body of research from the likes of Amplified Intelligence and Lumen demonstrate the connection between greater consumer attention and valuable marketing outcomes.
With consumers’ attention increasingly scarce, marketers must set realistic expectations and be strategic about how to approach various marketing tasks, says Oliver Egan, Strategy Partner, The&Partnership Worldwide, in a new WARC Best Practice paper. This means differentiating between those tasks that demand focused attention (creation of new memory structures) and those that can be achieved with partial attention (refreshing established memory structures). ...
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