Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How GEICO use the principle of concreteness to make memorable ads
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Apr 24, 2025 The podcast delves into GEICO's advertising genius, spotlighting the memorable gecko mascot. It highlights how concrete imagery boosts recall, making visuals more impactful than abstract concepts. Listeners learn about the effectiveness of fluent devices in ads and the importance of consistency in branding. The transformation of GEICO's market presence through clever character design is discussed, alongside interesting comparisons to UK brands using similar strategies. Ultimately, it emphasizes the role of behavioral science in creating unforgettable advertising.
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Concreteness Boosts Memory
- People remember concrete, visualizable things far better than abstract concepts.
- GEICO's Gecko succeeds because it embodies the brand's values in a memorable, concrete character.
Fluent Devices Drive Success
- Research shows campaigns with fluent devices are more successful long-term.
- Using a brand character repeatedly creates distinctiveness and memorability.
Use Visualizable Brand Elements
- Use concrete, visualizable language or characters for your brand messages.
- Avoid relying on abstract ideals alone, as they are less memorable.