Another irrational behaviour of people is that we feel we are being noticed. In a sea of people, we feel conscious of our behaviours, because we have a feeling of “being watched”. Truth is, nobody cares. Everyone is busy doing what they are doing, and unless you do something really interesting (or stupid), nobody takes notice.
The same is true for marketers, who believe that their customers are genuinely interested in their brands. The truth is, they’re really not. They’re thinking about their careers, families, pets, vacations and other more important things. Your brand, actually doesn’t feature in their lives.
Source: Tom Fishburne, Marketoonist
This really comes through a lot in how we approach brand management, as marketers who make this assumption always refer to “their consumers” as a group of people who are eagerly awaiting the brand’s next move. This is one; among other, sure shot ways to failure.
The key to truly understanding customers, and getting their attention must begin with the assumption that they are going to ignore you. Next up, ask yourself what is truly interesting and attention worthy: this is not just a matter of communication or brand messaging (Old Spice, for instance), but of remarkable product delivery too (Dyson, being a case in point)
Brands today, live in an economy of attention. We are each vying for a momentary attention of our consumers, divided between a plethora of brands and media. The only way to get their attention is to be truly note-worthy.