How Top Brands (and Advisors) Stay Top of Mind

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Quick: Name the first brands that come to mind in the following categories:

  • A beverage company;
  • A shoe company;
  • A theme park; and
  • A streaming movie service.

If I asked 100 people the same question, chances are the results would be heavily weighted towards Coca Cola, Nike, Disney and Netflix.

Why? Three reasons:

  1. Familiarity;
  2. Recency; and
  3. Ongoing exposure.

Sure, those companies have spent a lot of money on marketing and advertising to influence the market. But the secret to their success isn’t necessarily a bottomless budget – it’s those three factors that capitalize on basic human behaviors.