The strength of a brand correlates directly with the amount of attention it garners.
Many perceive marketing battles as being fought over innovativeness, market share, differentiation, and branding. However, at CLARITY, we believe that in today's landscape, the primary battleground is attention. The strength of a brand correlates directly with the amount of attention it garners—it's an entertainment economy, and brands that make waves enjoy media coverage, influencer engagement, buzz, and other means.
We love the Hoopla theory, as championed by Crispin Porter and Bogusky, as the best practice for capturing attention in today's crowded marketplace.
The Hoopla emphasizes the power of creating excitement around a brand. It advocates for unconventional and attention-grabbing marketing tactics that cut through the noise of traditional advertising.
When Tesla unveiled its Cybertruck, the design of the electric pickup truck was unconventional and polarizing. To generate hoopla and capture attention, Tesla employed more bold and attention-grabbing tactics.
One of them was leveraging social media platforms to amplify the hoopla surrounding the Cybertruck launch. Elon Musk and Tesla's official accounts shared entertaining updates, behind-the-scenes footage, and memes related to the Cybertruck, encouraging user-generated content and engaging with fans and critics alike. This ongoing dialogue helped sustain interest and buzz around the Cybertruck in the weeks and months following the unveiling.
By generating hoopla—defined as a state of excitement or commotion—brands can capture the attention of consumers and stand out in a crowded marketplace. This theory encourages brands to be bold, creative, and disruptive in their approach to marketing, ultimately driving greater engagement and brand loyalty.
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