Consumer brain is bulletproof and Adproof. There’s so much clutter, so much noise, so much media fragmentation, so many messages, so many brands to choose from that the vast majority of them fail to make a dent with consumers. I call this the Adproof syndrome.
The Medusa was part of the race of Gorgons—beings with a horrible curse in Greek mythology. Anyone who looked in their eyes immediately and permanently turned to stone. Most Cow Ads today are like this. They are modern day Medusas. Every person who saw them would immediately be cursed with a brand message.
Familiarity breeds contempt and consumer is immune to brand messages. When my brain is Adproof, why do you fight so hard for my attention stupid?
Irony is knowing my brain is Adproof; you still try for my attention. I have a name for this menace, DESPERATE SPAMMER!
Are you one? Is your brand one?
