How GEICO use the principle of concreteness to make memorable ads

24.4.2025

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

0:00

29:04

GEICO have 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.

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How GEICO use the principle of concreteness to make memorable ads
maŋit 3 beaivvit
29:04
GEICO have 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.
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How GEICO use the principle of concreteness to make memorable ads

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

Flere episoder fra "Behavioral Science For Brands: Leveraging behavioral science in brand marketing."

How GEICO use the principle of concreteness to make memorable ads

Interview with Gareth Harvey: former professor of consumer psychology turned behavioral science consultant

How Hendrick's distinctive use of nostalgia explains their marketing success

Interview: Melina Palmer, author of What your Customer Wants and Can't Tell You

How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C

Interview: Charles Spence, author of Gastrophysics, on the science of taste appeal

Interview: Nir Eyal, author of Hooked, on how to form lasting habits

How using humor helped Aviation gin laugh all the way to the bank

Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science

How Eleven Madison Park applied the peak-end rule to become the best restaurant in the world