How to Make Abstract Values Stick: The Importance of Concrete Language

Brands often want to convey abstract values like trustworthiness and quality, but using concrete and visual language is key to making their messaging memorable. For example, instead of simply stating the amount of memory, Apple used the phrase 'a thousand songs in your pocket' to create a visual image that sticks in the mind. Brands should aim to translate their abstract objectives into easily visualized language.