How GEICO use the principle of concreteness to make memorable ads
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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The Power of the Gecko: Branding Through Behavioral Science
This chapter examines how Geico’s use of the Gecko character has transformed its brand image and improved market share through effective advertising strategies. It discusses the role of concrete imagery in enhancing memory retention and brand association, contrasting it with the challenges posed by abstract concepts.
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