How GEICO Use the Principle of Concreteness to Make Memorable Ads
Jingles and Slogans
- Jingles and slogans are unfashionable but effective for memory retention.
- Sarah Carter shares an anecdote about comedian Peter Kay, who sang old commercials during his show, and the audience knew all the words.
- People sang along to jingles from 40 years ago without prompting.
- Making messages easy to remember is really important.
Behavioral Science For Brands: Leveraging behavioral science in brand marketing. • Interview: Sarah Carter, Co-Author of How Not to Plan, on Using Behavioural Science to Improve Health and Sustainability
brand characters are among the most powerful DBAs that exist for driving branded attention and recall. On average, they significantly outperform most other distinctive assets including celebrity endorsements.
And brand characters don’t come with celebrity baggage. The gecko doesn’t have a podcast to promote. Brand characters lack the reputational... See more
And brand characters don’t come with celebrity baggage. The gecko doesn’t have a podcast to promote. Brand characters lack the reputational... See more
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Branded Merch Power
- Branded merchandise has a surprising power that's often underestimated.
- Rory Sutherland observed Martin Sorrell, a prominent figure in advertising, collecting branded pens at conferences.
- This seemingly small act highlights the subconscious appeal of branded items.
- This power is further evidenced by Meerkat soft toys becoming the
Uncensored CMO • Rory Sutherland on Jaguar: Madness or Marketing Genius?
Animation has a particularly strong impact when it comes to low-involvement products or situations – those that require little thought or research before purchasing. This is explained by the tripartite attitudinal model, a psychological theory suggesting that our thoughts (cognition) and feelings (affect) about a brand can motivate us to act, such... See more
Brand Marketing and the Psychology of Character Animation
Brand Lore
- Brand lore helps brands evolve from simple guidelines to immersive universes.
- A prime example is Duolingo's owl, Duo, who transcended being a mere mascot to become an internet celebrity by building law around the character.
- Unlike Tony the Tiger, who remains static on the Frosties box, Duo has evolved into a relatable and interactive