How Can Brands Gain Consumers’ Attention The Right Way?

If a brand falls in the woods and no one hears it, does it make a sound? According to a recent study, 77% of brands could disappear and consumers wouldn’t even notice. In this week’s Marketing Is Broken, we look at how brands are getting attention these days and highlight one tactic that is increasingly sure to backfire. Plus, special guest Sphoorti Bhandare joins us with her thoughts on how brands can gain attention the right way. Stay tuned for all that and more.

Brand apathy is at an all-time high. According to the Havas Meaningful Brands 2019 Report, more than 3 out of 4 brands could vanish overnight and no one would be the wiser.

It shouldn’t come as much of a surprise, I guess. In an age where it’s getting harder and harder to stand out, most brands are getting further away, not closer, to standing out. Consider this:

  1. When asked, consumers said that 58% of the content brands produced was meaningless
  2. Brands have struggled to create their own attention and instead continue to invest more into influencer marketing to borrow attention from Instagrammers and other content creators
  3. Some people are calling 2019 “The Year of Woke-Washing” due to the number of brands that are trying, more often-than-not unsuccessfully, to co-opt social causes in order to gain attention from the public.

Gaining Consumers's Attention

Renting attention from influencers and getting your brand stuck in the middle of the social media controversy of the day aren’t necessarily the most forward-thinking ways to get attention and grow awareness for your brand.

But if Khloe Kardashian or Colin Kaepernick aren’t the easiest way to get more people talking about your brand, then what is? We wanted to know what long-term risks can come from short-term attention-grabbing tactics, so we reached out to PR & Content Marketing Consultant, Sphoorti Bhandare, to get her thoughts on how to get more people to notice and remember your brand the right way.

Watch the video to see Sphoorti answer these questions:

  • What are some of the risks involved with using influencers or social causes to grow awareness for a brand?
  • What’s your favorite tactic for getting attention for a brand the right way?
  • Which brands should marketers be looking at for examples of a good PR strategy today?

What is your favorite tactic to get attention for a brand? Do you get a lot of value from influencer marketing or does something about it seem a little dirty? Is it never a good idea to align your brand with a social cause? Or always a good idea?

Share your thoughts in the comments might just win yourself some new Brandish Insights gear.

Author: Josh Braaten

CEO - Brandish Insights

Get Free Brand Measurement Resources

Subscribe to our newsletter to be the first to get these freebies.