Between Excitement and Signaling in the Attention Industry.

The Paradox of Brand Presence in a Fast-Paced and Distracted World

By Jaffar Hamza

When I worked at the global agency JWT, discussions often arose between the creative team and the client communication team regarding the effectiveness of campaign ideas.

Despite heated debates, there was an implicit agreement between the teams about the importance of creating excitement because it draws attention, and this became the adopted strategy. It was firmly believed that excitement is the bait that cannot be abandoned if you wish to work in marketing and communication solutions.

The underlying consensus revolved around this idea: "It doesn't matter what creative work you offer, because it will always be subjected to different opinions. What matters is that it becomes a topic of conversation, capturing people's attention and sparking their curiosity."

This concept carries a serious and profound meaning that companies continue to embrace, because the most valuable thing you can take from a person is "their time," and attention is the beginning of stealing that time.

This idea led me to reflect on the allure of the "excitement industry" and its role in achieving the ultimate goal: capturing attention and holding the audience's time in a world overwhelmed by distractions.

Between Excitement and the Message... A Constant Struggle

The phrase we discussed at the agency was not far from a quote by Irish writer, poet, and playwright Oscar Wilde: "There is only one thing worse than being talked about, and that is not being talked about." While this quote is initially captivating in its literary charm, it reveals a philosophy that seems common but also deeply controversial—especially when applied to brands in today's fast-paced, distracted world.

This quote has become like the "smart punch" for many individuals and organizations in presenting their marketing message. Excitement has now become a supreme and primary value in the frantic attempt to secure a seat in the minds of the target audience.

The absence of attention has become the greatest threat to any brand, and there is no dispute about this.

Excitement: The Start of Active Presence

If excitement represents a key part of marketing strategies to attract attention, there must be a well-balanced approach between drawing attention and aligning with the brand's identity and message, as well as the impact you want to leave on your target audience.

This brings to mind what was written on the wall in the brainstorming room at JWT:

"The most valuable thing you can ask from a consumer is their time."

This reminds me of the AIDA methodology, which begins with "Attention" as the first step in the sequence:

Attention – Interest – Desire – Action.

Attention: This is the most critical aspect in a world full of competition. Then the consumer moves to interest.

Interest: This is when they begin to engage with the presented message. The next stage is desire.

Desire: At this point, the consumer develops a relationship with the brand. Finally, action takes place.

Action: This is when a purchase decision or interaction with the product or service is made.

We see a strong focus, given the intense market competition, on creating attention and generating excitement to claim that precious time from individuals, to secure brand presence. As AlRies mentions in his book with Jack Trout, Positioning: The Battle for Your Mind, this happens when you are the first to grab the attention of your target audience.

Research indicates that attracting consumer attention in marketing is not only important for engagement and brand recall, but also has a profound impact on sales. A case study by Integral Ad Science revealed that ads with higher attention scores saw a 26% increase in brand awareness and a 69% increase in purchase intent compared to ads with lower attention scores.

The discussion is not about the importance of creating excitement to gain attention—this is necessary if it follows a calculated path for the brand to reach its audience. Rather, the discussion is about the type and nature of that excitement, and what impact it can have on our perception of ourselves, our surroundings, and our understanding of things and their value.

Is Excitement Enough to Achieve Success?

Making noise is better than silence, regardless of whether the noise is associated with a positive value or a constructive message. The key is to stir the dust around you to signal your presence. Even triviality can be a message—it communicates superficiality and presents what it sees as supporting its growth.

If we reflect on this phrase and the trends that have increased the volume of distractions in many advertising paths—whether by influencers or companies, with some exceptions—we realize the race to capture attention never stops, no matter the approach used.

This raises questions that take us back to the basics. What is the purpose of excitement if not attraction, followed by action?

This is exactly like the AIDA methodology established by Elias St. Elmo Lewis in 1898 as part of his theories on effective advertising.

The remaining question is: Is all excitement attractive?

It doesn’t seem so. Based on the idea that attracting attention is better than none, this opens the door to any form of excitement, even if it is just for attention. It’s as if we’re saying: "If I’m attracting attention, I exist!"

This might remind us of Jaguar Jaguar's recent campaign, which sparked debate. Some criticized it for distancing itself from what they believed was necessary to maintain its iconic identity—presenting the car instead of symbolic models trying to assert themselves as innovative and revolutionary. Others supported the approach based on the idea that excitement is attractive, regardless of its type or depth, and recognizing the brand's strategy to emerge from a financial crisis by focusing attention on a new segment of cars and audience.

Everyone offered their perspective, whether from a visual design or strategic angle, and perhaps the success or failure of the campaign depends on two factors:

1. The brand’s reputation and position among its intended audience.
2. Sales figures.

This process applies to many companies that have either repositioned their identity to draw attention or launched controversial ads, like Riyad Bank Riyadh Bank's recent "Delete the App" campaign in Saudi Arabia.

Some situations require understanding the background to make a fair judgment. Looking at the surface does not reveal the full picture. Therefore, it’s essential to be patient before commenting on any excitement to fully understand the situation.

However, adopting an excitement-driven approach requires a crucial trio for sustainable impact and strengthening the brand relationship:

1. Aligning excitement with the brand's message.
2. Ensuring the excitement is relevant to the target audience for interaction and sustained impact.
3. Using excitement as a strategic tactic to achieve the message's goals.

Excitement Should Not Take All the Spotlight!

• Excitement must align with the brand's core message and values.
• Surface-level attention can spark interest but doesn’t build loyalty.
• Brands that depend solely on fleeting excitement risk losing their audience’s trust. 

The Challenge of the Era of Excitement: Maintaining Attention

Brands can address this challenge by:

• Crafting excitement that connects to deeper customer value.
• Avoiding surface-level excitement that fades quickly.
• Engaging audiences continuously to build lasting relationships.

The Excitement Trap: Balancing Excitement and Sustainability

Key questions brands must answer include:

1. How can immediate excitement coexist with long-term relationships?
2. Is initial excitement enough for enduring success?
3. Can excitement be made innovative and meaningful?

Conclusion: Creating Excitement Between Obsession and Change To thrive, brands must:

• Use excitement as an entry point, not the sole strategy.
• Focus on meaningful conversations that align with their values.
• Blend innovation with sustainability to foster genuine audience relationships.

Can brands continue to create excitement innovatively without compromising the sustainability of their message?

This is the great challenge facing brands in today’s fast-paced world.

What distinguishes great brands is not just that they are the subject of conversation,

but that the conversation has meaning and impact.

Thus, while the quote from Irish writer Oscar Wilde may be appealing in literary terms, when applied to the context of branding, obsession with being talked about must be replaced with a deeper value:

"Make the conversation about you worth continuing."