To get the new consumer's attention today and in the future, time spent and engagement are the new rules of the branding game. Joseph Jaffe has some great thoughts on this topic:
- Trust & loyalty are no longer precursors for success
- Marketers have to be dexterous, entrepreneurial, risk inclined and opportunistic.
Metrics like recall, favourability, consideration, intent to purchase are all flawed!
Time spent, Engagement - Attention, involvement, demonstration & action are important.
3 Steps to brand utopia
- Data is the DNA, ROI is the currency and creativitiy is the MOJO
- Branding is a journey; an experience
- Let go( of control)
- Involve your consumers
- Integrate a non-linear, fluid and organic approach
- Experiment - An new kind of budget allocation!