Creating Brand Relevance in an Attention-Deficit Age.
Ads. News. Social media posts. More ads. Emails. Notifications. Even more ads.
Every day, we’re bombarded with a constant cacophony of information. Interrupting our thoughts. Distracting us. Fighting for our attention. It’s not surprising that the typical consumer has gone from feeling overwhelmed to feeling…well…completely indifferent.
The question ‘Who Cares?’ has never been more pertinent.
Welcome to the Attention-Deficit Age. We’re awash in a sea of distractions, our attention divided and subdivided until it’s spread ridiculously thin. A quick glance at Google Trends reflects this phenomenon – searches for ‘ADD’ (Attention Deficit Disorder) have shot stratospherically, while those for ‘stress’ and ‘anxiety’ are plateauing. Some see brands as part of the problem.In reality, nothing could be farther from the truth.
Today, brands are more essential than ever. Consumers – although loath to admit it – rely heavily on brands to help them navigate the ever-dizzying world of purchasing decisions. But brands, no matter how well-established or well-entrenched, can’t just assume relevance. They need to earn a place in consumers’ limited attention spans with advertising that excels in three essential areas: relevance, emotion and difference.
Relevance: Be There When It Matters
To matter to your audience, you need to understand them. What do they want, what do they need, and, more importantly, when do they need it? Advertising that reaches consumers at the perfect time and place – when their need is highest – is advertising that resonates.
Imagine an ad for an electric blanket that reaches you when you’re shivering in the cold of winter, or an ad for a financial planning service that pops up after you’ve received a raise. The perfect product, the perfect time, the perfect place - that’s relevance.
Emotion: Feel More, Say Less
As the poet Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” In a world where words are cheap and abundant, feelings have a powerful currency.
Successful brands craft memorable experiences, touch deep-seated emotions, and elicit feelings that forge lasting bonds. Whether it’s joy, compassion, surprise, or a sense of belonging, emotions are the hook that anchors your brand in the consumer’s psyche.
Difference: Stand Out or Fade Away
Advertising needs to be fresh, innovative, and bold. If there’s nothing unique or compelling in your message, why would consumers choose to pay attention, let alone care about your brand?
An advertisement that shatters expectations or that isn’t afraid to be provocative, or that paints a captivating picture can’t help but compel even the most distracted consumer to take a second look.
‘Who Cares?’ About Bob’s Your Uncle
Just as brands must rise to the challenge of ‘Who Cares?’ so do the agencies that deftly guide them through this attention-deficit landscape. As a creative agency, Bob’s Your Uncle relies on relevance, emotion, and difference to help our clients stand out, connect with their consumers and, most importantly, prove to them that they really do care.
Let us show you how to make your brand matter.