Can brands still take their time?

In 2023, more than ever, everything is moving extremely fast: information, ideas, trends. This is the age of instantaneity.
This naturally has consequences for consumers, who are more demanding, more impatient, more volatile. But it also has consequences for brands, which are forced to multiply their efforts, double down on responsiveness and creativity, and be available, inspiring, all the time and everywhere at once.

To meet these expectations, brands often push themselves to produce more, produce faster, and produce content formats designed for quick consumption (for a long time, we spoke about “snack content”). The objective: to quench the thirst for content of both users and algorithms, to occupy space so as not to be overshadowed by a competitor — or worse, not to be forgotten by consumers.

A few seconds: that’s all it takes to access funny, moving or useful content, endlessly available on Instagram and TikTok. It’s also all it takes to access dozens of films and series on video-on-demand platforms. Sometimes, it’s even the time it takes to receive a response from customer service on Twitter.

But quantity and quality have not always gone hand in hand. In the midst of this uninterrupted flow of content, is there room for something else? Another sense of timing? A temporality that chooses the long term, listening, emotional investment and intelligence. A temporality where we accept doing much less — but doing it much better.

This is our conviction here at Dix-Sept Paris. In fact, this is precisely why this podcast exists. And we are not the only ones who believe in it, as you will soon hear.

So, in this society of instantaneity, can brands still afford to take their time? That is today’s topic with Pierre Trehorel, Global Editorial Manager at TAG Heuer.
You are listening to the twenty-fourth episode of “L’Oeil de l’Expert(e)”, a podcast produced and created by the agency Dix-Sept Paris.

ACKNOWLEDGEMENTS

Many thanks to Pierre Trehorel for this episode: “Can brands still afford to take their time?”

Production: Dix Sept Paris
Guest: Pierre Trehorel
Journalist: Bastien Joseph
Producer: Wilfried Klucsar
Production Coordinator: Elise Rey