The Familiarity Principle: The Psychological Phenomenon That Can Boost Your Brand
“Just do it.” When you hear this phrase, you immediately think of Nike, right? Well, that’s probably because Nike launched a Just Do It campaign back in 1998, which was one of the most successful advertising campaigns in history. In the vast landscape of marketing and advertising, success often hinges on the ability to resonate in the minds of consumers. The Familiarity Principle stands as a powerful psychological phenomenon that has fuelled the triumph of iconic brands. From the resonating swoosh of Nike to the fuzzy blue Mamee monster, this principle has played a pivotal role in transforming mere products into globally recognized symbols. Consider this our mini thesis.