#TheBrandMemo - Entry #6: 3 Shortcuts To Brand Stickiness

The ability of a brand to create “sticky” content and memorable marketing is a strong marker for how well that company will perform in the marketplace. And what exactly do I mean by sticky? Sticky content is just what it sounds like: it’s an ad, copy or video spot that remains on a consumer’s mind after first contact. Because truly, in this fast-paced, quick-scroll era, you have only a few seconds to capture someone’s imagination before they move on to the next thing.?

?I once worked with a whip smart Chief Content Officer who dropped a gem on me that I’ve always cherished. She said this, “Geo, in the business we’re in, we’ve been granted the ability to hack human attention — how are you going to use that power?” I never forgot that statement, because it really hit me in that moment just how much of a high stakes game it is to capture someone’s attention — even if it’s for just a few seconds.?

In this Brand Memo, I’d like to walk you through 3 shortcuts to creating “stickiness” with your content and marketing/advertising?efforts.?

(1) Lean Into Relatability

No matter how much we try to differentiate ourselves, there’s no denying that humans are way more alike than we like to think. There are certain topics, songs, personalities, and memories that hit on the same nerves for all of us. As content creators, marketers, and branding specialists, it’s our job to find these connective tissues that bind us together. In my own career, one way I’ve found for tapping into these visceral human emotions is honing in on something relatable and easily approachable. It could be a Mariah Carey, Missy Elliott, or Red Hot Chili Peppers song, maybe it’s an unforgettable line from an 80’s or 90’s classic movie, a popular idiom in the cultural zeitgeist, or even a celebrity from yesteryear. It really comes down to being a student of culture and knowing about the moments/events that move the needle. There’s a ton of stuff going on in everyone’s lives and a lot of BORING marketing is being fed to consumers every day — cut them some slack, give them something unforgettable, a recognizable hook, and something easy (and fun) to sink their teeth into.?

(2) Channel The Unexpected (Are You Not Entertained?)

Have you ever had the feeling of being completely blown away after watching a new movie or television show? Most often, it happens when this piece of content shatters all initial expectations you had and opens new lanes of imagination and possibility. That’s the same power you can wield when you give a consumer/viewer something they have never seen before. It’s a mixture of shock, awe, excitement, and wonderment — and when we’re talking about stickability, this is “peak stickiness.” One ad that quickly comes to mind is the iconic “Most Interesting Man In The World” campaign by DOS EQUIS . Or perhaps, the Keurig Dr Pepper Inc. spots with the character, Lil Sweet. I mean, what’s not to love about a flamboyant, soda-loving, Prince-channeling miniature rocker? I also loved the Great Wolf Lodge spots with the giant wolves whisking the suburban family off on their backs for?fun-filled adventures. Do you see what I’m going for? Give the people something from their wildest dreams and make it truly worth their while.?

(3) Tap into the Transcendental:

There’s a reason why 耐克 ’s “Just Do It” will always be one of the greatest taglines and campaigns of all time. It appeals to our better angels and it’s an aspirational call to action that cuts through all the fog and ambiguity. It appeals to athletes and sports professionals, but it also applies to all the different facets of everyday life. If you’re a writer and you’re procrastinating on that book you need to write, it works for you too. If you’re a homeowner putting off doing that yard work, guess what, it applies to you as well. Another ad I put in a similar tier is the Beachcomber spot by Kia (Watch it here). The commercial is all about using a brand’s product for the greater Human good — and it works perfectly with Kia’s tagline: Movement That Inspires.?

In closing, allow me to add this. A direct emotional connection beats?being overly clever or “chasing cool” on any day. If you want your marketing to be sticky and memorable, stay aligned with your core truths but think about the audience as well. A perfect example is the 麦当劳 Happy Meal. At this point, that combo meal could be Brussel sprouts and kale crisps, and it’d still be a hit. The reason is that the Happy Meal brand has been imprinted on our minds as not only a source of sustenance, but a source of joy. These emotional through lines are the holy grail in marketing and advertising. Stay Sticky my friends and #KeepGoing.

PS: If you found this insightful, useful, or inspirational, please comment and share with your circle. I’ll be dropping weekly entries of #TheBrandMemo —if you want to reach me, DM me right here on LinkedIn or check out the contact page on my site: geohagan.xyz.

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