What’s more, with each repetition of your message, your audience naturally grows more familiar with your product and company. And unless they have some reason to think otherwise, a feeling of acceptance begins to grow. As this acceptance strengthens, an affinity begins to develop. They, in essence, begin to feel comfortable with you. This comfort

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When the mysterious series of ads ended, the investigators sent questionnaires to the university communities, asking for impressions of whether each of the words “means something ‘good’ or something ‘bad.’” The results were spectacular: the words that were presented more frequently were rated much more favorably than the words that had been shown

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Consumers interact with brands through sound in a variety of ways, from podcasts to radio ads — even the log-in music for a favorite streaming service. The most memorable “sonic” brands can drive sales, raise awareness, and stand out among competitors. While marketers know how to glean data and insights from traditional advertising, the audio... See more

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

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