About

6 COLORS OF MEMORABILITY

Charley's Law is a Charley + Company theory on "memorable brand marketing." By definition, it

asks marketers to imagine the practice as an unsolved Rubik's Cube.

As an overall concept, Charley's Law disagrees with today's brand marketing culture, which has created an infatuation among the industry for the "One Thing" fallacy.

The "One Thing" fallacy, can be described as the propensity for marketers to focus solely on singular strategies or initiatives based on Popular Marketing (hot trends in industry).

In short, a "panacea" mindset (one thing cure all conditioning).

Something that tends to alter unpredictably, based on the individual intuition of the CMO or leadership in place, or a shift in Popular Marketing.

Charley's Law argues that we fall out of love with the "One Thing" principle, treating memorable brand marketing, even memorability itself, as something less tangible, a sum of its parts practice.

The official definition of Charley's Law (also known as the “6 Colors of Memorability”), states that memorable brand marketing most resembles an unsolved Rubik’s Cube.

Since memorability is a puzzle of unpredictability, striving for one trait or strategy in perfect symmetry represents risk (without reward).

Rather the goal according to Charley’s Law, is not to commit to one color in a silo, but have one of every color working together side by side, at all times, to increase the odds of staying top-of-mind.