Here’s a frightening statistic, especially if you’re a marketer: According to the National Center for Biotechnology Information, in 2013 our average attention span dropped to just 8 seconds! By the way, according to the same study, goldfish have an attention span of 9 seconds.
It gets worse. Given the sheer volume of messages bombarding consumers today, complicated by absurdly low attention spans, your brand has precious few seconds to make a favorable impression on your target. Maybe less than 8 — OK, ready? Go… And that’s the challenge for every brand.
If brand loyalty is in decline as some studies suggest, then every second, every impression, every last experience is crucial. While consumers are still extremely brand-conscious (what three-year-old doesn’t recognize the Golden Arches?), there are more choices than ever. Today branding requires a multi-dimensional focus. Design can’t do it alone. That’s why consistency in messaging across all platforms and touch points is important. A comprehensive and well-oiled brand strategy is the key. You get the idea. So do we.