Be Obscure Clearly: A Message To Brands In The Digital Age
Brands might discover that their best strategy in our age of over-sharing may be to maintain an aura of mystery.
Our digital age is ripe for over-sharing. Facebook and other social networks treat information as a virtual currency, with those who are willing to reveal the most subsequently enjoying the most influence in their networks.
But not revealing information may be just as important; at least not right away. The best strategy for brands in the future may be to shroud their products in mystery, engaging customers across multiple touch points to keep them coming back for more. Our attention spans may be short, but the allure of mystery is irresistible to most: think Lost. As written by Sean Brennan, a senior strategist at Continuum: