Everyday we are inundated with countless consumption opportunities: TV has been upended by a seemingly infinite catalog from Netflix, HBO, and Amazon. A new class of celebrities and stars are born on YouTube and Twitch. That’s to say nothing of already established giants like Facebook and Instagram. Simply put, the availability of content can be defined as unlimited.
Unfortunately, an explosive rise in content hasn’t been accompanied by any increase in consumers’ time to consume.
This endless choice in media consumption has radically changed how brands must engage. Shorter attention spans condition consumers into making snap judgements. They seek information to reinforce, rather than challenge their opinions.
This is Instant Perception, a set of new rules and realities brands must navigate today.
A common theory is that we live in an “attention economy,” where victory is defined by the share of attention a brand can capture. However, as brands that pursue this mindset quickly realize, attention is fleeting and expensive to capture.
We believe a more direct path to success involves influence campaigns to shape perception, sustained efforts that provide the consumer a model for thinking about the world around him or her. Rather than “How do we find and command attention?” we first build a model of our target audience by asking:
- What experiences shape the shared values of our advocates and adversaries?
- Therefore, what perceptions is a given audience likely to support and oppose?
- How can we leverage these values into messages that resonate?
- What methods are employed to quantifiably imprint perception?
- What enduring frames can be built that help an audience productively interpret new information, both positive and negative?
Effectively navigating these questions is how brands thrive in a world defined by Instant Perception, and our mission is to help brands lead by winning this constant battle of ideas.
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