When a brand finds a way of portraying itself that works, it’s natural to want to keep doing it. But after a while, it’s not unusual for that once potent approach to wane. Maybe fewer prospects react. Maybe they don’t react with quite the same enthusiasm.

This could be a sign that your prospects have habituated your branding. Habituation is a decrease in response to a stimulus after repeated exposure. For example, if you live near a busy road, you may initially be startled by the traffic noise. Over time, you may become less aware of it as your brain habituates to the sound.

If this is where you feel that your brand stands, it may be time for a bit of dishabituation. Dishabituation is a psychological phenomenon where a previously habituated stimulus becomes novel again, leading to renewed attention and response. Example: If you've habituated to the noise of traffic, but a sudden loud siren interrupts it, you may temporarily notice the traffic noise again.

Using dishabituation in branding

Habituation can lead to consumer boredom and disengagement. When a brand's messaging or visuals become too familiar, consumers may tune them out. 

The underlying mechanisms of dishabituation are rooted in our brain's desire for novelty and stimulation. When we are exposed to a stimulus repeatedly, our brains adapt to it, allocating fewer resources to process it. However, if the stimulus is changed or presented in a new context, our brain is forced to re-evaluate it, leading to dishabituation.

Dishabituation can re-engage the audience by "re-awakening" our interest in something we've grown accustomed to.

By introducing novelty or surprising elements into a brand's marketing efforts, you can effectively dishabituate prospects. This can lead to increased brand recall, positive emotional associations, and stronger brand loyalty.

By effectively applying dishabituation principles, brands can:

• Break through the clutter: In today's oversaturated market, it's essential to stand out. Dishabituation can help brands cut through the noise by introducing new elements or perspectives to their branding.

• Maintain relevance: Dishabituation can prevent brands from becoming stale. By constantly refreshing their campaigns, brands can stay top-of-mind and avoid consumer fatigue.

• Drive engagement: When a brand successfully dishabituates its audience, it can lead to increased engagement, such as clicks, shares, and comments.

Case Study: Old Spice's "Smell Like a Man, Man" Campaign

Old Spice is a venerable personal care brand that successfully employed dishabituation to revitalize its image and target a younger demographic. The brand's iconic commercials, featuring a rugged, muscular man, were initially well-received. However, the ads became familiar over time, and their impact began to wane.

To counteract this, Old Spice launched the "Smell Like a Man, Man" campaign. This campaign featured a series of unexpected and humorous commercials that challenged traditional masculinity. The ads often featured the protagonist in absurd situations.

How did this campaign leverage dishabituation?

• Breaking the mold: The campaign departed significantly from the brand's previous advertising style, surprising and delighting viewers.

• Unexpected humor: The humorous and often surreal scenarios kept viewers engaged and even caused them to share the ads with friends.

• Challenging stereotypes: By subverting traditional masculine tropes, the campaign felt fresh and relevant to a younger audience.

The campaign was a resounding success, boosting sales and revitalizing the Old Spice brand. The dishabituation tactics helped the brand stand out in a crowded market and connect with a new generation of consumers.

By understanding the power of dishabituation, brands can disrupt the familiarity of approaches that have fallen victim to habituation. A word of caution, though. It's not just about being different. Or sensational. Your approach must fit your brand so as not to create any dissonance for your prospects. In addition, you’ll find a new approach is much more successful when it offers something meaningful to those you hope to serve. In short, your dishabituation approach should aim to be meaningfully different. 

For more on the power of dishabituation, check out this article from Fast Company.