That does not mean attention is useless. High-attention work can build emotion fast. Big, engaging campaigns and creative outliers can and do accelerate mental availability and should absolutely be aimed for. But those moments are the peaks, not the landscape. The everyday work of brand building happens through what Heath called “learning without... See more

Low Attention Processing. Still True. Still Ignored.In 2001, Robert Heath published The Hidden Power of Advertising and proved something our industry still struggles to accept. He showed that advertising works most powerfully when we are barely paying attention to it. Not through rational persuasion or careful evaluation, but through repeated,... See more