The opportunity behind “Brand Attention Deficit Syndrome”
As CBD’s Director of Customer Engagement, I think a lot every day about the business implications of consumer beliefs and behaviors. Here’s something we all might want to think about.
80 million teens, tweens, and 20-somethings spent a record-high $200 billion in America last year. The challenge is that brand loyalty is virtually unheard of in these sectors. Companies continue to struggle to find a formula to engage these consumers in a way that will inspire brand preference.
If brand is irrelevant to our youngest consumers, we may be looking at a future of constant reinvention, a colorful and interesting parade of short term icons instead of true brands. This will challenge our entire way of thinking about branding and consumer communications. It’s a whole new land of opportunity.
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