Google Zeitgeist
Presentation Summary
A journey from Attention to Attraction. This short introduction to a panel discussion at the Google Zeitgeist Partner Forum Europe 07 illustrates the path to success in the Attraction Economy – moving beyond analyzing the market to being inspired by the market.
Welcome to the Zeitgeist.
Our topic “Branding Today and Tomorrow” is asking for trouble…Branding is yesterday.
- Power has moved from manufacturers to retailers to people. The Consumer is Boss.
- Our challenge today is to stimulate discussion on what that means to all of us going forward.
We’ve rocketed through the Information Economy, Knowledge Economy, Interruption Marketing (aka the Mass Market), Permission Marketing, Experience Economy, Attention Economy to the ATTRACTION ECONOMY. Life is about attraction not distraction.
| ATTENTION ECONOMY | ATTRACTION ECONOMY |
| Interruption | Engagement |
| One-to-many | Many-to-one |
| Reactive | Interactive |
| Return On Investment | Return On Involvement |
| Heavy Users | Inspirational Consumers |
| Big promises | Intimate gestures |
| Marketing at | Connecting with |
| Consumers | People |
| Brands | Lovemarks |
As the event moderator Kevin Roberts now introduces each guest speaker and moderates the Q&A session:
Sir Martin Sorrell, Chief Executive WPP
James Murdoch, CEO, BSKyB
Robin Harper, Vice President Community and Support, Linden Labs
Dr Olaf Göttgens, Vice President Brand-Communications Mercedes-Benz Passenger Cars, Daimler Chrysler AG
