Six simple behavioral science tips to improve any marketing message (and the brands that get it right)
Hubspot Marketing
JUNE 26, 2025
In a 2020 study by Burnett, Treharne, and Shotton (cited in Shotton’s 2023 book ), the researchers showed participants brand names with missing letters. This way, their weakness became a strength by making them appear more likable. For example: H_BC, Goo_e, Li_erpool FC, N_dge.
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