How much of what you saw or heard yesterday do you remember? Estimates vary, but the consensus tends to be that the average American is exposed to thousands of marketing messages each day, from TV commercials to billboards to slogans on fast-food drink cups. And of those, you’re likely to remember just a couple – maybe a few if you really strain your memory.
For some reason, though, companies often believe that the audiences for their own marketing messages somehow remember each one in excruciating detail. So when given an opportunity to communicate again, they assume that only something fresh and new is appropriate.