Brands and corporations assume that consumers are either always listening to their bullhorn and noise, or are never listening at all to anything and thus must be shouted at via a bullhorn.
However, if that doesn’t work, then brands get depressed, defensive or melancholy and stop trying. And ultimately disappear.
Or revert to ever larger and more unseemly spectacle.
The reality is something much more mundane–and hopeful.
Consumers’ interest and attention ebbs and flows like a river. It is fickle, unfixed and ever changing.
The hard work for brands is to remain consistently interesting, engaging and relevant so that when consumer attention comes back, the brand hasn’t changed.
The hard work of overcoming the fear of being irrelevant tomorrow and the anxiety to just keep yelling today, is the artistic part of marketing.
-Peace Be With You All-
Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: firstname.lastname@example.org