Have you noticed how some people can be sticky? The stranger who walks too closely, or too quickly (if they are behind you), or too slowly (if they are in front of your). They just somehow get in the way without trying or actually doing anything obnoxious. They are in the way even when they are not actually in the way. They just stick.

Concepts and messages can be sticky too. Strange fashion memes like tucking the top of short sleeves under the shoulder hems is an example. And we all know about certain tunes that refuse to leave our heads from time to time.

Like sticky people, sticky memes and messages can and do get annoying over time. It may well the marketer’s Holy Grail to have a sticky message; but it is probably worth considering how long the stickiness should last.