{"id":2895,"date":"2025-09-04T12:48:49","date_gmt":"2025-09-04T04:48:49","guid":{"rendered":"https:\/\/moresourcing.com\/three-ways-brands-can-combat-information-overload-and-skepticism\/"},"modified":"2025-09-04T12:48:49","modified_gmt":"2025-09-04T04:48:49","slug":"three-ways-brands-can-combat-information-overload-and-skepticism","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/en\/three-ways-brands-can-combat-information-overload-and-skepticism\/","title":{"rendered":"Three Ways Brands Can Combat Information Overload and Skepticism"},"content":{"rendered":"<p><\/p>\n<div>\n<aside class=\"article-ad ad-300  ad-300x250 ad-desktop\">\n<\/aside>\n<aside class=\"article-ad ad-300  ad-300x250 ad-mobile\">\n<\/aside>\n<figure class=\"article-inline\">\n<img fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" alt=\"\" class=\"wp-image-122458\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2025\/09\/Three-Ways.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-435x290.jpg 435w\" data-lazy-sizes=\"(max-width: 1290px) 100vw, 1290px\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2025\/09\/Three-Ways.jpg\"\/><img fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2025\/09\/Three-Ways.jpg\" alt=\"\" class=\"wp-image-122458\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2025\/09\/Three-Ways.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2025\/08\/Aaker-1290x860-1-435x290.jpg 435w\" sizes=\"(max-width: 1290px) 100vw, 1290px\"\/><figcaption>\n<p class=\"attribution\">Carolyn Geason-Beissel\/MIT SMR | Getty Images<\/p>\n<\/figcaption><\/figure>\n<div class=\"article-summary\"><strong class=\"article-summary__strong\">Summary: <\/strong><\/p>\n<p>In a media environment that\u2019s saturated with content and advertising, marketers face a challenge in attracting consumers\u2019 attention and generating interest. For instance, many potential customers regard ads with skepticism or tune them out as background noise. Strategic brand builders can create a lasting positive impression by crafting relevant taglines and framing discussions around brand relevance; developing compelling content; and engaging with rather than talking at customers.<\/p>\n<\/div>\n<p><span class=\"smr-leadin\">Brand builders face<\/span> a hostile advertising context. Confronted with media clutter and overwhelming information overload, audiences have adopted a skeptical mindset and often view advertising as confusing and irrelevant. At best, it\u2019s noise to be tolerated or avoided; at worst, it\u2019s a series of annoying interruptions from profit-driven and sometimes hypocritical sources. Further, in a polarized world, people tend to firmly hold their positions and are less receptive to attempts to change their perceptions and opinions.<\/p>\n<p>Brands are more central to marketing strategy than ever, and advertising remains key to increasing awareness and demand. Given how hard it is to break through the noise and shape \u2014 or change \u2014 consumers\u2019 attitudes and inclinations, how should brand-building adapt to make its programs effective?  <\/p>\n<p>Marketers should consider three routes: find game-changing taglines that enable and control the conversation; create appealing content that distracts from counterarguments; and build brands by engaging with customers instead of talking <em>at<\/em> them. While each can require marketers to move away from their comfort zones and make a risky commitment to the untested and unfamiliar, not doing so can be an ineffective use of resources. The advice that follows aims to help marketers find the right path and deliver communications with energy, confidence, and execution that stands out. <\/p>\n<h3>1. Develop a Tagline That Enables and Controls the Conversation<\/h3>\n<p>The tagline can be a game changer, making the benefit or brand characteristic that represents a business\u2019s point of advantage visible and relevant. The big idea is to change the goal from communicating facts and descriptions of benefits in an effort to win the \u201cmy brand is better than your brand\u201d argument, to framing the discussion so that the organization wins the \u201cmy brand is more relevant than your brand\u201d battle. If the framing is effective, the brand will win by being the most, or the only, relevant brand. As George Lakoff explains in his book <cite>Don\u2019t Think of an Elephant<\/cite>, what matters is what the argument is about, not who wins the argument.  <\/p>\n<p>Think of the taglines \u201cBecause you\u2019re worth it\u201d (L\u2019Oreal Paris), \u201cYou\u2019re in good hands with Allstate,\u201d or \u201cMelts in your mouth, not in your hand\u201d (M&amp;M\u2019s) \u2014 all brand drivers that, for decades, have framed the discussion around a brand value proposition. <\/p>\n<div class=\"article-authors\" id=\"article-authors\">\n<h4 class=\"article-authors__title\">About the Author<\/h4>\n<div class=\"article-authors__bio\">\n<p>David Aaker is vice chairman at growth consultancy Prophet and the author of <cite>Aaker on Branding: The Playbook to Building Strong Brands<\/cite> (Morgan James Publishing, 2025).<\/p>\n<\/div><\/div>\n<\/div>\n<p> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Carolyn Geason-Beissel\/MIT SMR | Getty Images Summary: In a media environment that\u2019s saturated with content and advertising, marketers face a challenge in attracting consumers\u2019 attention and generating interest. For instance, many potential customers regard ads with skepticism or tune them out as background noise. Strategic brand builders can create a lasting positive impression by crafting [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-2895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Three Ways Brands Can Combat Information Overload and Skepticism - MORE SOURCING LTD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moresourcing.com\/en\/three-ways-brands-can-combat-information-overload-and-skepticism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Three Ways Brands Can Combat Information Overload and Skepticism\" \/>\n<meta property=\"og:description\" content=\"Carolyn Geason-Beissel\/MIT SMR | Getty Images Summary: In a media environment that\u2019s saturated with content and advertising, marketers face a challenge in attracting consumers\u2019 attention and generating interest. 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