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Beware the zone of forgettability!

by Deacon Webster

In advertising, the scale of the campaign affects the approach. The goal is always to be remembered, but depending on how much you spend, memorability can be achieved in different ways. To illustrate this, I’ve created this beautiful hand-made graph.

At one extreme is Dollar Shave Club whose $1bn acquisition by Unilever, one could argue, came on the back of a single, extremely fun and memorable, viral ad. At the other is Verizon, who play the long game when it comes to reach and frequency. They don’t need to be especially clever because they can beat a message into your brain through sheer blunt force.

Problems arise when advertisers drift left and down – low creativity and low spend. If you don’t have the dollars, you better figure out a way to stand out, lest ye be ignored.

Beware the zone of forgettability!