T-Mobile’s Flash Mob at Trafalgar Square
In the world of advertising, it is common for one to think about generating Attention first before anything else.
After all, that age-old mnemonic AIDA (Attention, Interest, Desire, Action) is predicated on the ability to capture your target audience’s eyeballs/ eardrums in the cacophony of marketing clutter.
Paris Hilton – just a fad or an enduring icon in the age of attraction?
I have been reading Derrick Daye’s awesome blog for its unique branding insights and came across the idea of the Attraction Economy and its accompanying concept of Lovemarks. Both were created by CEO of Saatchi and Saatchi, Kevin Roberts.
According to Kevin,
“Human attention was the principal coinage of the Attention Economy; human emotion is what funds the Attraction Economy. Emotion is tough to nail down because its complexities are beyond measure. Just take that at face value. Our facial muscles can move in 10,000 possible combinations to reveal what we are feeling. The Attraction Economy is not “one hit and you’re it.” Attraction demands emotion, but emotion with purpose.”