Michael Aaron Flicker

rusty engine white horse subtle fault and he challenges the participants listen to those phrases

and now write down all that you can remember.

And on average of the 22 word phrases he read, they could recall 23% of the terms.

Now that's interesting, but what was striking was that only 9% of the terms were abstract phrases like impossible amount versus concrete terms like white horse were 36% recalled.

That's a fourfold difference.

And what Begg argues is that vision is one of our most powerful senses.

So if you can picture something in your head, like a white horse or a rusty engine, you are much more likely to hang on to that thought and insert it into your mind.

And if you think of amazing brands today,

Red Bull, it gives you wings.

M&M, it melts in your mouth, not in your hand.

Skittles, taste the rainbow.

Maxwell House, good to the last drop.

These are taglines that you can imagine.

They're concrete, and it imprints a vision in your brain.

And because of that, they're much more likely to stand out and much more likely to be remembered.

know you're getting to a very critical part of brand marketing that you might not expect if you are just a normal buyer or a normal consumer and that's that there are humans in these marketing teams and those humans that work in these jobs they get tired of the campaigns

Before the consumers get tired of them.

And sometimes human nature is they get tired of them even when they're still effective.

And people want to be recognized in their corporate jobs.

They want to get raises and promotions.