I’m ignoring you. I’m ignoring your product, I’m ignoring your company, I’m ignoring your advertising. It’s not out of spite… it’s not to be mean… it’s because I either don’t have the time, or don’t know why I should care. So how do you get noticed when to ignore is no longer ignorance? Brand yourself first.
Believe it or not, in a world where everyone is moving as fast as possible (or at least they think they are) and everything is snap-snap-snap, now-now-now, “GET TO THE POINT ALREADY!” customers are actually more concerned with being sold on YOU than being sold on a particular product. People don’t line up in droves solely because of “Apple’s new product” but rather, they line up because of “a new product FROM Apple“. It’s about Apple. Apple is the reason people line up in droves. Your brand will always outweigh your latest and greatest product. Your brand will always outweigh your newest TV or Radio Ad. Your brand is why I have the time and why I should care.