13/08/2026
DON'T STOP YOUR AD!
The More People See You, The More They May Like You.
One of the most interesting ideas I came across in Hacking the Human Mind:
Familiarity creates preference.
Psychologist Robert Zajonc found that when people were repeatedly exposed to something—even meaningless words or unfamiliar characters—they tended to rate them more positively.
The more they saw it, the more familiar it became.
And this has a powerful implication for marketing:
You don't always need a new idea. Sometimes you just need to repeat a good one.
Brands often change their visuals, messaging, campaigns and creative direction because they are tired of seeing the same thing.
But here's the problem:
You see your brand every day. Your customers don't.
What feels repetitive to you may only be becoming familiar to them.
That's why consistency matters.
A recognizable visual style.
A repeated message.
A consistent tone.
A creative concept that stays around long enough to become familiar.
Liquid Death is a great example of this approach. Rather than constantly reinventing the brand, they built a distinctive identity and kept reinforcing it.
So before changing your campaign because you're "getting bored with it", ask:
"Am I actually bored—or have my customers finally started recognizing me?"
Sometimes the marketing mistake isn't being too repetitive.
It's changing too soon.
📖 Based on ideas discussed in Hacking the Human Mind by Richard Shotton & Michaelaron Flicker.