Episode 65 How GEICO uses the principle of concreteness to make memorable ads
GEICO has created some of the most effective US advertising in recent years. The GEICO gecko is one of the most popular characters in advertising. But what makes him so memorable? In this episode we discuss Ian Begg’s research into concreteness which showed that people are much better at remembering visualisable things compared to abstract concepts. We argue that GEICO’s success has been driven by creating a brand mascot that physically embodies their strengths rather than trying to convey those abstract ideals directly.
Episode Highlights
Why abstract brand values (like “trust” or “quality”) are forgettable—and how using visual, concrete elements (like the Geico Gecko) makes them stick.
Zajonc’s mere exposure effect shows that the more we see something, the more we like it—explaining why long-running campaigns build stronger brand affinity.
Three takeaways: prioritize concreteness in messaging, use fluent devices to boost recall, and stick with proven campaigns longer than instinct might suggest.
Resources & Useful Links
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