I was driving home and, sadly, was behind a slow driver. I was tired, hungry and wanted to get home as soon as possible. That wasn't possible with the slow, weaving driver in front of me. His weaving made it evident that he was not putting his full attention to the task of driving. He was driving slower than the posted speed limit, so he wasn't reading signs.

I realized that the driver's lack of attention to road signs was like a company so intent on daily business that it missed signs that its brand was loosing its position in the marketplace. Weaving to respond to daily pressure of  deadlines and distractions takes focus off of the target of managing brand positioning.

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People hate change.

Seniors for the most art have been slow to adopt technology. Research has proven time and again that we all dislike change unless we instigated it. It began with changing classes, changing schools form elementary to high school, fear of the unknown and feeling foolish tempers our behavior.

According to a recent report from Pew Research Center, though seniors are slow to adopt technology compared to younger adults the number of seniors using smartphones and tablets is growing.

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We have to accept that social networks are changing the way we shop. There are as many different networks as there are ways to influence some of your prospects and customers. A great number of people engage in several social channels increasing their sphere of influence as well as access to information. Technology combined with social media has allowed ecommerce sales to grow by double-digits in the past eleven months.

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I have written and frequently speak to clients about my 3 seconds to capture rule. It is the same for email, three seconds to get them to read. Consider that on average a person is exposed to 1500 to 3000 messages a day between email, internet ads, TV and radio. People can skip TV ads if they record shows. We also switch stations to avoid ads. Walking down a cereal aisle the only cereal that pops out is one which appeals to you if you are there to buy cereal.

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Truth – not very long. Independent research give numbers of 10 to 20 seconds. Google analytics will give you the average time for your website and most popular page. The operative word is "average". Obviously some visitors spend more time than others. The common attribute is everyone scans to grab the information quickly. Those that find the web content more fulfilling to their need commit more time and read deeper.

Summary: Users often leave Web pages in 10-20 seconds

How Little Do Users Read?

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Statistics show that 63% of marketers believe that there will be an increase in spending on brand marketing over the next year*. That means that more businesses find branding to be a integral part of their marketing efforts.  An efforts that pays dividends to the company's bottom line. If you've been looking for an opportunity to start branding your company, now would be a great time to get onboard. Don't be left behind as your competition develops innovative new product packaging design or a great new marketing strategy. But how do you use things like product packaging design, social media accounts, and website design to brand your company? The trick is to focus your energy on two separate yet connected areas: the internet and the real world.

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A previous blog article, What Makes A Winning Package, was about how product packaging influences how the consumer sees and feels about the brand and product. The next important consideration is the type of package.

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