Even today, consumer brands continue to pour most of their money into 30-second TV spots, as they struggle to hold the attention and loyalty of buyers. But that model is no longer relevant, says Norty Cohen, chief executive officer and founder of the advertising and creative agency Moosylvania. Cohen is also the author of a new book, The Participation Game: How the Top 100 Brands Build Loyalty in a Skeptical World. On this episode, he talks about a new way of thinking that brands must adopt. How can they break through to consumers who are inundated with messages, and have an attention span of roughly eight seconds? How can they protect themselves against the brand-eating monster known as Amazon.com? And how can they avoid that dreaded state known as advertiser desperation? We answer all of these questions and more, as we explore how consumers are interacting with brands today. Hosted by Bob Bowman, Managing Editor of SupplyChainBrain.
Look for a new episode of the podcast, which can be downloaded or streamed, every Friday on the SupplyChainBrain website and iTunes.
Norty Cohen’s book, The Participation Game.
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