Why are some brands unforgettable and others not?

Why are some brands unforgettable and others forgotten?

In a world saturated with visual stimuli, where the average consumer is exposed to 6,000 and 10,000 ads daily, become etched in our memories. In contrast, others fade away without a trace. What magic do brands possess that survive in the most valuable territory: our minds?

The "Von Restorff" effect: to stand out is to survive

Neuropsychologist Hedwig von Restorff discovered that among similar items, we remember best the different one. Nike didn't just sell sneakers, but the idea of ​​pushing boundaries with its "Just Do It" approach. While thousands of brands described products, Nike described attitudes. This neurological phenomenon explains why we remember Apple in an era where all computers looked the same—it dared to think differently when other brands thought the same.

The science behind memorability: the "mere exposure effect"

A fascinating fact: according to neuromarketing studies, we need between 5 and 7 exposures to a brand to begin remembering it, but memorability increases exponentially when those exposures are accompanied by an emotional experience. Netflix not only changed the way we consume content, but also associated its brand with the pleasure of discovery. Netflix's signature "tun-tun" generates an anticipatory dopamine release—we've been conditioned to feel pleasure when listening to it.

The "zombie brand" phenomenon: when oblivion doesn't kill

Some seemingly forgotten brands experience surprising resurrections. Polaroid, which seemed destined for oblivion in the digital age, has enjoyed a resurgence among millennials and Generation Z. This is no coincidence: research shows that we experience "anticipatory nostalgia" – we yearn for tangible experiences in an increasingly virtual world. Brands that connect with this human paradox manage to survive even after being "forgotten."

The three dimensions of memorability

Truly unforgettable brands operate in three dimensions simultaneously:

• Cognitive uniqueness: They offer a concept that challenges our mental frameworks. Tesla didn't just sell electric cars; it redefined what it meant to drive.

• Contextual relevance: They are embedded in significant moments in our lives. Spotify doesn't just offer music; it creates "the soundtrack to your life" with its personalized year-end playlists.

• Emotional resonance: They generate feelings that transcend functionality. A study from the University of California showed that 79% of brand experiences we vividly remember after two years contained a significant emotional component.

The phenomenon of "brand amnesia": why we forget

The human brain is designed to forget. Contrary to this natural process, forgettable brands make specific mistakes:

• Excessive similarity: Can you name five toothpaste brands without much thought? Probably not, because most follow almost identical visual and communication strategies.

• Narrative inconsistency: Brands that constantly change their message disrupt the neural pathways that build memory. Each radical change is equivalent to starting from scratch.

• Experiential deficiency: 73% of people remember a brand better after physically interacting with it. Purely digital brands without tactile experiences struggle with this neurological limitation.