Lockdown passed you by?

Remember when holidays seemed to go on forever? Well, this year – with lockdown and self-isolation etc. the summer has been a VERY long one.

Remember when holidays seemed to go on forever? Well, this year – with lockdown and self-isolation etc. the summer has been a VERY long one.

And yet it seems like yesterday that we were hearing the rumours of a virus that threatened a global pandemic.

Why is that?

The brain can’t remember every bit of data it encounters, so it’s selective about what it encodes into memory.

It doesn’t remember familiar experiences.

That’s why, when we’re following the same daily routine, we can look back on our day and hardly remember any of it. Certainly not the detail.

The brain encodes new experiences.

And our judgement of how quickly time has passed is based on how many new memories we created in that time.

When we were young, everything was new. We encoded all of it and looking back, the days seemed to last forever.

As we get older, there are fewer genuinely new experiences, so time appears to pass more quickly. In lockdown, the whole thing has been exacerbated.

It’s important to understand.

As marketers (and here comes the shoehorned link), if we want our #communications to be remembered, we need to be different.

Whether that’s a new #proposition, a differentiated #brand or an interesting experience.

If we offer nothing new, we won’t be remembered.

And what’s the point in that?

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