“Finding the sticky” is a phrase I have heard a few times recently and it has been mulling in my head. It refers to a brand’s ability to find a foothold in a specified target audience. Think of a lollipop that you unwrap and lick and how sticky it is then, and if you stick it to a wool jersey or to material how it sticks. A brand can be seen this way, and thought of in this way. Your brand must “stick” with those that get into contact with it. Finding the key to making it stick is a journey in itself because in today’s modern world of mass communication we are constantly bombarded with information, at an unprecedented rate, which makes it tough if you are a company or organisation seeking to create brand awareness with a specific target audience. I’m not sure if brand uniqueness alone will suffice, because novelty is something that dies off quickly. Yes, its important to create a fresh and appealing look, but beyond that you must be more.