As you know, I’ve been decompressing from the weight of much too much information. So pardon the self-referential nature of things. I’ll look outward again. Before I do, I want to point to new research from Harvard University that indicates as much as 40% of our speech is devoted to telling others about what we feel or think.
Well, that sure explains Tweetbook.
Apparently, bragging stimulates the brain’s meso-limbic dopamine system, and provides the same sensations of pleasure found in food, sex and money. “Self-disclosure is extra rewarding,” said Diana Tamir, who conducted the experiments with Harvard colleague Jason Mitchell. “People were even willing to forgo money in order to talk about themselves,” Ms. Tamir said.
Martin Lindstrom, writing in Fast Company wonders what this pleasure of self-disclosure might mean for the future of brands. “It’s likely corporate brands will offer consumers a ‘soap-box’ from which individuals can pimp their own identity,” he reasons.
In other words, the new mass marketing is one-to-one marketing.
Make your message for me, or don’t bother bothering me. These are the field conditions. Are you ready to adjust your gear, and your style of play? Because I am not the only one suffering from info inundation. Not by a long shot. Tony Schwartz of The Energy Project sometimes feels “like a lab rat, mindlessly pushing levers in search of the next source of instant but fleeting gratification.” He also reminds that in 1970, Nobel Prize winning economist Herbert Simon said: “What information consumes is rather obvious. It consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.”
Despite the crushing odds against us, corporate communicators continue to show up at work each morning armed with new possibilities — ideas that maybe, if perfectly executed, will help clients break through the all noise and connect with people, however fleeting that connection might be. Sadly, fleeting connections is all a brand can hope for, when working from the interruption model, which continues to permeate almost everything we think, and do, in Adlandia.
Advertising that lacks an experiential opportunity is dead on arrival.
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