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The Attraction Economy

It’s not everyday that brilliance comes to an ordinary man, but this morning after enjoying my peppermint hot chocolate it hit me. I have been reading The Lovemarks Effect by Kevin Roberts and in the first chapter Roberts addresses a challenge that every small business owner- post 1999 has had to come to terms with. Although I have heard “post 9/11” or after the “bubble burst” these terms did not quite describe the underlying movement that has been happing. Roberts referred to this movement with consumers as an “Attraction Economy.” That caught my attention.

Kevin Roberts, is the Worldwide CEO of Saatchi & Saatchi, one of the world’s leading creative organizations, so it is safe to say he might know what he is talking about.

Roberts idea of the "Attraction Economy" contains a good dose of puffery but there are three keys that I did buy into:

Mystery: The unexpected. Curiosity, and the thrill of the unknown. The usual "Early and Often" principle just is not enough anymore. That was branding. This is Lovemarks.

Sensuality: Keep the senses guessing. Think about texture, taste, smell, everything working together. It's no longer an Advertising Campaign or a Website it's an experience.

Intimacy: A small gesture. An example might be a thank you note that is hand written, or a birthday card. Without intimacy people will not own the brand.

At Root & Madison we have already started to implement this strategy with several of our clients and are seeing great results.

Happy New Year

AR