What is the Baader-Meinhof Phenomenon? 4 Ways to Use This Brain Trick to Make Your Brand Stick

You know when you buy a new car and it suddenly seems like everyone is driving it, too? 

Like the second you drove off the lot, you couldn’t see anything but that make and model? 

First: you’re not imagining things. 

Second: there’s actually a name for that..

The Baader-Meinhof phenomenon. 

A bit of a mouthful, I admit. 

That’s why lots of people simply call it the frequency illusion or frequency bias.  

Easier to remember, right? 

No matter what you call it, this mental shortcut can help you get in your customers’ heads — and stay there. 

In other words, a little psychology lesson could make your brand unforgettable.

Let’s take a look at how this cognitive bias can make you stick in people’s minds.

What is the Baader-Meinhof phenomenon?

So… what the hell is the Baader-Meinhof effect?

Put simply, it’s when you learn about something new and then start seeing it everywhere. 

It isn’t a coincidence.

It’s your brain playing tricks on you.

Let’s go back to the car example.

You get a new car…

And now it feels like every other car on the road is the same as yours. 

Why does this happen? 

The Baader-Meinhof Phenomenon is driven by two cognitive processes: 

1. Selective attention, and 
2. Confirmation bias. 

Selective attention is when your brain starts to notice things that are relevant to you. 

But why exactly does this happen? 

Most of it is thanks to two parts of the brain: the cerebral cortex and the thalamus. 

When we see or hear something, our cerebral cortex works to take it all in. 

If all the stimuli around you were on a train inside your brain, the cerebral cortex is the first stop.

The low hum of the fridge as you cook your dinner…

The clouds slowly drifting in the sky…

Those things aren’t usually relevant as you go about your day-to-day life.

So, they get off the train. 

They never reach your conscious mind (selective filtering, it called)

But sometimes, there are things you need to know. 

The frontal cortex sends the train to the next stop: the thalamus. 

It’s here that you become aware of them.

This is when you know what to focus on and when. 

Without it, you’d pretty much be in a constant state of overstimulation. 

Hard pass.

In this stage, something else kicks in: confirmation bias.

It’s when your brain seeks out information that confirms something you already believe. 

Your brain wants your belief to be true. 

So, it starts looking for things around you that make it true.

A little confused? 

Bear with me.

Let’s say you see a brand called Apex Handbags for the first time. 

You’re aware of the brand now. 

Maybe you even think the bags are cool.

So your brain looks for more of that brand. 

Before you know it, you notice it everywhere. 

There are loads of things happening in your brain during this process. 

But why are they working so hard?

Because as human beings, we love to be right.

When we’re proven right, we get a flood of hormones, like dopamine and adrenaline. 

These hormones make us feel incredible. 

Our brains will do whatever it takes to hang onto that feeling —

And it will do it again and again. 

By then, you’ll be in a Baader-Meinhof loop without even knowing. 

4 ways to keep your brand top of mind with the Baader-Meinhof phenomenon

This mental trick can be incredibly useful for marketing. 

Understanding it helps you cook up strategies that make your brand stick in people’s heads. 

And when they see you repeatedly, it creates familiarity and trust. 

This can influence their decisions when it’s time to open their wallets.

It can also create a sense of popularity. 

It’s like, “I keep seeing this everywhere, it must be a big deal.”

And if other people are using and trusting it, why shouldn’t you?

So, how can you use the Baader-Meinhof phenomenon in your marketing strategy? 

Here are four ways you can use this effect to be the go-to brand.

Way #1: Multichannel marketing – be everywhere all at once

You know where you need to be? 

Everywhere your customer is.

Like, everywhere.

They’re on YouTube? You’re there. 

On Google? You’re there. 

Sifting through their email inbox? 

You guessed it — you’re there, too.

Using multiple channels increases your product’s exposure. 

This makes it more likely to stick in people’s minds. 

It’s a great way to tap into the Baader-Meinhof phenomenon and make sure your brand is seen repeatedly.

That said, you need to be smart about it. 

Strategically choose your marketing channels. 

That way, you’re not relying too much on one…

But you’re not spreading yourself too thin either. 

To keep your brand recognisable across all channels, stick to your brand voice and identity. 

Use the same logos, colours, and slogans in all your communications. 

The format can change depending on the platform (e.g. short, punchy captions for social media vs long-form articles for your blog)…

But the way you talk (brand voice) should stay the same. 

This boosts familiarity and builds trust because people will know what to expect from you.

Way #2: Retargeting ads — wait… am I being stalked? 

Ever feel like those shoes you checked out once are following you around? 

Well, that’s because they are. 

Retargeting works by tracking your online behaviour. 

When you visit a website, a small piece of code called a cookie is placed in your browser.

This cookie tells retargeting platforms to show you ads for the products you looked at, across other websites you visit.

So yeah, those shoes won’t leave you alone until you buy them.

Retargeting taps into the Baader-Meinhof Phenomenon by creating repeated exposure.

 When you see those shoes over and over, they start to feel familiar. 

Your brain starts to think, “These shoes must be popular if I’m seeing them everywhere. I must need them, too.”

Before you know it, you’re returning to the website, adding the shoes to your cart, and checking out.

For effective retargeting campaigns, segment your audience.

For example, you can target people who visited your website and added items to their cart but didn’t buy. 

Or, you can target those who liked your social media posts. 

You can then customise your ads to each segment. 

Address their specific needs and concerns.

Use eye-catching visuals and clear messages. 

Talk about the benefits of your product and include a strong call to action (CTA). 

Better yet, offer incentives, like discounts or free trials.

Of course, it doesn’t stop there.

Keep tabs on the performance of your retargeting campaigns. 

Experiment with different ads and see what’s actually working (and what’s not). 

By continuously tweaking your retargeting ads, you can make them more effective. 

Way #3: Social proof – make peer pressure work for you 

Human beings are social creatures. 

Now, you might be thinking, “Yeah, no sh*t, Josiah. So what?”

Well, let me explain.

We naturally want to be accepted by those around us. 

A common way to get it? 

By doing what everyone else is doing. 

This is the bandwagon effect — a cognitive bias in which we do things because other people are doing them.

So, how does this relate to the Baader-Meinhof phenomenon? 

When people repeatedly see others are using and enjoying your product…

It’ll make them jump on the bandwagon.

One way to do this is through social proof like customer reviews and testimonials.

They’re powerful tools to show how much others love your brand. 

So, when you can, encourage satisfied customers to leave reviews on your website or third-party review sites.

Launch a giveaway that will get people posting User-generated content (UGC) using your product. 

This way, you don’t just build trust 

You also get to build a community around your brand.

Way #4: Influencer marketing — turn your fandom into your sales force 

Imagine you’re on the cusp of buying a product. 

You’re 90% sure it’s the right fit for you. 

You’re positive it’s going to solve your problem. 

And then, you go on Instagram and see one of your favourite personalities talking about how much they love that exact product.

It would probably tip you over the edge, right? 

Influencer marketing is an incredible way to use the Baader-Meinhof phenomenon.

Not only does it help your product reach a wider audience. 

It also creates credibility and trust.

Sources even say that roughly 69% of consumers trust influencers’ recommendations.

But, of course, it’s not a magic bullet. 

You need to work with the right people. 

Find creators who will represent your brand well — and have a strong following in your target market. 

Ideally, they’ll be those who are authentic and have high engagement rates.

Remember: it’s quality > quantity. 

Think critically about things like reach, cost, and engagement when choosing yours. 

Then, work with these creators to create content that features your product. 

Maybe it’s a sponsored video. 

Maybe it’s a product review. 

Whatever it may be, keep it authentic.

You can even work with creators across multiple platforms.

Again, a multichannel approach increases the chances of your product being seen repeatedly.

And don’t forget: track, track, track! 

Keep an eye on your campaigns and measure their impact on your sales.

Look at metrics such as engagement rates, website traffic, and conversion rates. 

Then, use this data to refine your strategy.

Become a familiar face & boost your bottom line

You may not have known it, but you’ve definitely experienced the Baader-Meinhof effect IRL.

Take Coca-Cola, for example. 

They’re constantly in your face everywhere you look.

No wonder it feels like the trusted choice, right?

Apple is another good example. 

They flood the market with ads, from social media to billboards and everything in between. 

They make sure their products are everywhere.

And, in turn, they’re now everyone’s go-to choice for electronics.

Ultimately, it’s not enough to just show your ad once.

People need to see your message multiple times before it sticks.

Brutal truth: two or three times isn’t even enough. 

And according to research, there’s an ideal number. 

The “Rule of Seven” says that a person generally needs to see a brand at least seven times before deciding to buy anything.

By popping up everywhere, your brand becomes that familiar face everyone trusts.

Multichannel marketing makes sure your audience can’t escape you. 

Retargeting ads are like a friendly nudge that says, “Hey, remember me?” 

Social proof shows everyone’s on your bandwagon. 

Influencer marketing shouts your name from the rooftops.

These tactics can make your product stick like gum on a shoe. 

Again, repeated exposure breeds trust.

With trust comes sales.

Simple enough, right?