Leading brands are quick studies when it comes to the “double-click mentality”
The toaster wasn’t toasting fast enough. No, it wasn’t broken. I was having a “double-click mentality” moment. You know, those moments during an ordinary day when the ordinary stuff we do seems to take too much time as a result of our being behavior modified by the instant gratification of digital activities. Downloading books, music, and movies. Scanning directions onto our mobile devices. Using QR codes to get exclusive access to discounts. Or, like Target has done in a recent non-digital promotion, sending coupons that are good for any brand of a whole bunch of products so I don’t have to spend time clipping and filing coupons for my personal favorites. I’ve written a short piece about this “double-click mentality” and its implications for brands in the latest edition of Forbes Online. Specifically, how brands with an understanding of our “now-now” state of mind are more likely to build brand loyalty and leadership. Take a look. I promise it won’t take more than a double-click’s worth of time to read.
