7
Intensity
The new consumer brain, discussed in Chapter One, gets bored and distracted easily. Ambiguity and complexity require focus—and that's at a premium today. Brands and retailers have to ramp up the amount of stimulus they put out around their products in order to get their share of attention. They not only have to know more quickly and completely what consumers need and want but also have to find faster, more exciting, more efficient, and more satisfying ways to provide the fulfillment of those needs and wants. You might say it takes a lot of bang to get a buck today.
Take a classic giveaway promotion: the first one hundred customers will get a free T-shirt! Pretty limp, right? Though “free” is still the four-letter word that always ...
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