empathy and brand loyalty: connecting with your audience · humans only have an. attention span of...

Empathy and brand loyalty: Connecting with your audience

Corrie WilderDirector of Marketing & Communications/Clinical Assistant Professor

Edward R. Murrow College of Communication, WSU

Humans only have anattention span of 8 seconds.

One second less than a goldfish.

Sour

ce: c

arto

on g

roup

. Thi

s im

age

is c

opyr

ight

pro

tect

ed. T

he c

opyr

ight

ow

ner r

eser

ves

all r

ight

s.

EMPATHYTake their

perspective

Withhold judgeme

nt

Consider CONTEXT

“Humans are unpredictable mushy bags of irrationality and emotion.” —Philip Sackl. Head of Design at Freeletics

Sour

ce: c

arto

onst

ock.

com

Expose yourself to the world of the peoplewho use your product.

Sour

ce: S

mith

soni

an.c

om

Sour

ce: S

mith

soni

an.c

omNO WHEELS!

Understanding human nature takes a really long time.

Sour

ce:.W

ashi

ngto

nEn

viro

nmen

tal C

ounc

il

• Be curious about the world

• Immerse yourself in the worldof the people you want to reach

• Go narrow

• Go deep

• Data is powerful but not omniscient

• Make small improvements to the world and be proud of them.