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. It turns out that participants remember those brands 14% more than when the full brand name is written (e.g., For example: H_BC, Goo_e, Li_erpool FC, N_dge.
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