How GEICO Use the Principle of Concreteness to Make Memorable Ads
Advertising adds value to a product by changing our perception of it. An example I love that is not mentioned in the book: for years, few people bought “death insurance.” Then some genius changed the name to life insurance and grew the industry by many billions of dollars. After all, life insurance sounds so much better than death insurance.
Sari Azout • Check your Pulse #14
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
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?
Brand Marketing and the Psychology of Character Animation
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Principle #14: Repetition and Redundancy—The Familiarity Factor