TMI

We all have that one friend who just can’t stop talking, ever. It’s somewhat endearing, and sometimes entertaining, but it can turn into an endurance test, even for the most patient of humans. And we’re talking about a friend.

Now, if a brand tries to grab your attention — one of your most valuable assets — it has a few seconds (at best) to make a hopefully lasting impression.

But what if the brand has “sooooo many things to say”? Well, one ad can realistically only convey two or three messages: The brand itself, the benefit, and (if your agency is talented) an RTB or CTA.

Importantly, for any message to stick (i.e. build memory structures and brand associations), it will have to remain consistent over time, and reach the target over and over and over again. Any brand desiring to land multiple messages will have to cleverly chunk them out and connect them across time and touch points.

Babbly brands almost always elicit a non-verbal TL/DR reaction.