Marketing science
You’ve cut through the noise to show why creators work so well: they’re not just content machines, they’re memory-building systems. It’s not about “influence” - it’s about encoding familiarity, emotion and trust in a way traditional media just can’t match.
They know penetration drives growth until depth matters more.
They know penetration drives growth until depth matters more.
Distinctive assets trapping memory: When a brand becomes so tied to its historical codes that it can’t evolve. Think of Kodak’s yellow or Nokia’s ringtone - both still trigger instant recognition, but for categories that moved on without them. Recognition without relevance.
Depth driving growth more than penetration: In subscription or usage-based... See more
Depth driving growth more than penetration: In subscription or usage-based... See more
Some times you need to go deeper, before you can go wider and see growth. Long, short, depth.
The most effective brands do not persuade. They embed themselves as inevitabilities. Defaults that feel less like choices and more like recognition. Think about the last time you reached for a familiar brand without thinking. You did not weigh features or recall an ad. The alternative simply felt like more effort.
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Low Attention Processing. Still True. Still Ignored.
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That does not mean attention is useless. High-attention work can build emotion fast. Big, engaging campaigns and creative outliers can and do accelerate mental availability and should absolutely be aimed for. But those moments are the peaks, not the landscape. The everyday work of brand building happens through what Heath called “learning without... See more
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Low Attention Processing. Still True. Still Ignored.In 2001, Robert Heath published The Hidden Power of Advertising and proved something our industry still struggles to accept. He showed that advertising works most powerfully when we are barely paying attention to it. Not through rational persuasion or careful evaluation, but through repeated,... See more
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