Are brands winning attention but losing relationships?

Mon, 29 Jun 2026 12:25:54 +0200

In today's marketing landscape, grabbing and keeping consumers' attention has become harder than ever. They are exposed to thousands of commercial messages every day. Algorithms optimise campaigns in real time, marketers track clicks and conversions with increasing precision, and media plans can be adjusted at the touch of a button. Yet despite all these technological advances, many brands face a growing challenge: they succeed in capturing attention for a moment, only to be forgotten shortly afterwards.

Les Binet: Why marketing needs to think bigger again

Mon, 29 Jun 2026 13:34:06 +0200

For years, marketers have been told to do more with less. Budgets have come under pressure, accountability has increased, and digital tools have made it possible to measure almost every click, view and conversion. Efficiency has become the dominant language of modern marketing. But what if this relentless pursuit of efficiency is actually making marketing less effective?

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Are brands winning attention but losing relationships?

Les Binet: Why marketing needs to think bigger again