Creating Sticky Ideas, Memorable Messaging, and Iconic Positioning: The Power of Remarkable Communication

Sticky ideas are messages or concepts that are so compelling, memorable, and easily shareable that they stick in the minds of audiences long after exposure.

By Josh Graef
August 2, 2023


In a world filled with information overload, capturing the attention of audiences and leaving a lasting impression has become increasingly challenging. Sticky ideas, memorable messaging, and iconic positioning are essential components of successful communication strategies that cut through the noise and resonate with audiences on a profound level. In this article, we will explore the concept of sticky ideas, the art of crafting memorable messaging, and the significance of iconic positioning in building strong brand identities. By understanding and applying these principles, businesses and individuals can create communication that sticks in the minds and hearts of their target audience.

The Power of Sticky Ideas

Defining Sticky Ideas

Sticky ideas are messages or concepts that are so compelling, memorable, and easily shareable that they stick in the minds of audiences long after exposure. These ideas are simple, unexpected, concrete, credible, and emotionally resonant, making them highly memorable and impactful.

The Six Principles of Stickiness

a) Simplicity: Sticky ideas distill complex concepts into concise and easy-to-understand messages.

b) Unexpectedness: Surprise and curiosity pique interest, making ideas more memorable.

c) Concreteness: Ideas that can be visualized or experienced directly are more likely to stick in memory.

d) Credibility: Sticky ideas are backed by evidence or authoritative sources, increasing their believability.

e) Emotional Appeal: Emotionally resonant ideas elicit strong reactions and are more likely to be remembered.

f) Storytelling: Narrative-driven ideas captivate audiences and make information more relatable.

Creating Sticky Ideas

By applying the principles of stickiness, communicators can craft messages, stories, and concepts that stick with audiences and drive action.

Crafting Memorable Messaging

The Art of Storytelling

Storytelling is a powerful tool in creating memorable messaging. Stories create an emotional connection with audiences, making information more relatable and easier to remember.

Understanding Your Audience

Effective messaging starts with a deep understanding of the target audience's needs, desires, and pain points. Tailoring the message to resonate with specific audience segments enhances memorability.

Emphasizing Unique Value Propositions

Clear and compelling value propositions communicate why a product, service, or idea stands out from the competition. Highlighting unique benefits enhances memorability and differentiation.

The Significance of Iconic Positioning

Defining Iconic Positioning

Iconic positioning refers to a brand's distinctive place in the minds of consumers. Iconic brands are instantly recognizable, associated with specific emotions or experiences, and evoke a strong sense of loyalty and preference.

Elements of Iconic Positioning

a) Strong Brand Identity: Iconic brands have memorable logos, color schemes, and visual elements that create instant recognition.

b) Emotional Connection: Iconic brands evoke strong emotions, creating a deep bond with customers.

c) Consistency: Consistent messaging and experiences reinforce iconic positioning.

d) Authenticity: Iconic brands stay true to their core values and purpose, building trust with consumers.

Achieving Iconic Positioning

Building an iconic brand requires a strategic, long-term approach that focuses on brand identity, emotional storytelling, and delivering exceptional customer experiences.

Integrating Stickiness, Memorable Messaging, and Iconic Positioning

Stickiness in Memorable Messaging

Applying the principles of stickiness to messaging helps craft compelling narratives that resonate with audiences and leave a lasting impression.

Memorable Messaging in Iconic Positioning

Memorable messaging plays a pivotal role in creating an emotional connection with consumers, a key element in building iconic brand positioning.

Iconic Positioning and Stickiness

Iconic brands often rely on sticky ideas and memorable messaging to maintain their strong presence in the minds of consumers.

Case Studies: Success Stories of Sticky Ideas, Memorable Messaging, and Iconic Positioning

Apple Inc.: Think Different Campaign

Apple's "Think Different" campaign celebrated visionaries who defied the status quo, using sticky messaging to inspire creativity and resonate with their audience.

Nike: Just Do It Slogan

Nike's "Just Do It" slogan became a timeless and iconic message that motivates athletes and enthusiasts worldwide, encapsulating their brand identity and positioning.

Leveraging Digital Channels for Stickiness and Iconic Positioning

Social Media and Viral Marketing

Social media platforms provide an opportunity to spread sticky ideas and memorable messaging rapidly through viral marketing campaigns.

Interactive Content and User Engagement

Interactive content and user engagement strategies help reinforce brand positioning, allowing audiences to experience the brand's message firsthand.

Measuring Success and Adaptation

Metrics for Memorable Messaging

Measuring engagement, recall rates, and sentiment can gauge the success of memorable messaging efforts.

Assessing Iconic Positioning

Brand recognition, loyalty, and market share are indicators of the effectiveness of iconic positioning.

Iterative Improvement

Continuous monitoring, feedback analysis, and adaptation are essential for refining messaging and brand positioning strategies.


Creating sticky ideas, crafting memorable messaging, and achieving iconic positioning are integral to successful communication and brand development. By leveraging the principles of stickiness, storytelling, and emotional connection, businesses and individuals can create communication strategies that stand out and leave a lasting impact on their audiences. Iconic positioning further solidifies a brand's place in the hearts and minds of consumers, leading to increased loyalty, advocacy, and market success. By combining these powerful strategies, brands can build strong identities, engage with audiences authentically, and stand the test of time in the dynamic landscape of modern communication.

By Josh Graef
August 2, 2023
What do you think?

Share your thoughts on this article.

Email Address
Thanks! I have received your form submission, I'll get back to you shortly!
Oops! Something went wrong while submitting the form
Continue Reading
More stories
Subscribe to our stories
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.