Let's Make This More Interesting
The five components of interesting (with Jeffre Jackson and Dave Nottoli)
Mar 25, 2025
Join Jeffre Jackson, a branding expert and co-founder of Open Intelligence Agency, and Dave Nottoli, a teaching assistant professor and co-author on interestingness, as they dissect the five key components of what makes advertising engaging. They discuss the power of incongruity in memory retention and why authenticity transcends mere buzzword status. Delve into the significance of details, discover the charm of the Cadbury’s Gorilla ad, and learn how to avoid the allure of empty spectacle in the marketing race for attention.
01:08:42
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Quick takeaways
- Incongruity captivates attention by presenting unexpected elements that prompt curiosity and enhance memory retention.
- Utilizing mixed emotions in storytelling allows brands to create deeper connections with audiences beyond simplistic emotional responses.
Deep dives
The Incongruity of Interestingness
Incongruity is a central element that captures attention by presenting unexpected or surprising elements that challenge norms. This concept is illustrated by a colleague's unusual experience of being tear-gassed in a sushi restaurant, which evokes curiosity about the circumstances leading to such a juxtaposition. Through their research, the speakers highlight that incongruity stimulates curiosity as it piques interest by leaving gaps for the audience to fill, engaging their thinking processes. The model developed by Jeffrey Jackson and Dave Natoli emphasizes that the unexpected nature of experiences makes them more intriguing and memorable.
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