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Walker Smith, Author at Branding Strategy Insider - Page 2 of 29

How Brands Can Earn Attention

Attention matters. Marketing doesn’t work unless and until consumers pay attention. As the Advertising Research Foundation summed it up, attention is the “crucial bridge” between ad delivery and ad impact. How attention works and how to measure it are front and center nowadays, with big initiatives by trade groups like the ARF, WARC, IPA, MRC, IAB and, unsurprisingly, The Attention Council, and by practitioners such as Kantar, Dentsu, Infillion, Microsoft, GroupM and Google, among others.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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