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)....