It's Time to Trade Familiarity for Memorability

Why Ads That Make You Think Are More Effective Than Just Repeating the Same Old Messages

For decades, advertisers have leaned on the idea of effective frequency—the notion that the more times people see an ad, the more likely they’ll remember it. The thinking goes: if you expose people to your brand enough, they’ll become familiar with it, and that familiarity will lead to sales. But here’s the thing: simply being exposed to something over and over again isn’t the most effective way to create lasting memories or mental availability.

On the podcast Hidden Brain, cognitive scientist Daniel Willingham explains how memory really works, and it turns out there’s a big difference between recognizing something and really remembering it. This distinction matters a lot because, while familiarity is a nice-to-have, it’s actually a much weaker type of memory than many advertisers might think.

Familiarity vs. Deep, Strong Memory

So, what’s the difference? According to Willingham, familiarity is that surface-level recognition we all experience. It’s when you see a brand name or logo and think, “Oh yeah, I know that.” But that’s about as far as it goes—there’s no real depth to it. Think about how many times you see a logo and know the brand, but you don’t remember what they do or why you should care.

In contrast, deep, strong memory sticks with you and is easier to recall when needed. It's formed when something makes you pause and think—whether the message surprises you or challenges your expectations—causing you to reappraise the brand or your own opinions. This extra mental effort strengthens connections in your brain, helping the memory last much longer.

As Willingham points out, “memory is the residue of thought.” In other words, we remember the things we actively think about. So, when an ad makes someone engage mentally, it creates a stronger, more durable memory than one they’ve just seen a bunch of times.

Why Familiarity Isn’t Enough Anymore

A lot of advertisers still focus on awareness and familiarity, thinking that if people have heard of their brand, or recognize distinctive assets, that’s enough to drive sales. But Willingham’s research shows that familiarity alone is pretty fragile. Sure, it’s built through repetition, but it’s not doing the hard work of creating real, lasting connections in the brain.

In today’s world, we’re bombarded by ads constantly—whether we’re scrolling through our phones or streaming videos online. Brands relying on the old effective frequency model are basically just trying to surround people with impressions. But let’s face it, most of the time, people are either tuning out those ads or scrolling right past them unless something really grabs their attention.

Just being familiar with an ad isn’t enough to break through the noise. The ads that stand out are the ones that spark curiosity, make us think, or even confuse us for a second (in a good way). That’s what gets people to pause and engage, which leads to stronger, more lasting memories of the brand.

The Power of Interestingness

This is where the concept of Interestingness comes into play. Instead of just bombarding people with repetitive messages, interesting ads give them something they want to engage with. These ads are more efficient because they make people think, which builds deeper memory structures, meaning fewer exposures are needed to leave a lasting impression.

As Howard Gossage famously said, “How many times do you have to read a great book or see a great movie? Once is enough.” The same goes for great advertising. When an ad makes someone think—whether it’s because it introduces a surprising idea, challenges an assumption, or presents an intriguing puzzle—it creates a much stronger memory than one that’s just been seen over and over again.

Instead of just recognizing a logo, people remember the ad itself, its meaning, and—most importantly—why the brand matters in their life.

Building Brands by Making Them Hard to Forget

Simply trying to make your brand familiar through repeated exposure is expensive and inefficient. Familiarity is a weak form of memory, especially when people are bombarded with ads left and right. As Willingham’s research shows, deep memory is created through thought—not just by seeing something a bunch of times.

By embracing Interestingness, brands can create ads that provoke thought, challenge assumptions, and engage people on a deeper level. Not only does this lead to stronger memory retention, but it also makes your advertising dollars work harder. At the end of the day, the ads that make people think are the ones they remember—and the ones that will help make your brand easier to recall at the moment of purchase—whether that's in the short or long term