That raises the question: Do consumers even need to remember brands if the brands are remembering us? Do we need a jingle to recall the existence of a furniture store or clothing brand if we’ve already been identified as an interested consumer and get related ads on Instagram and Facebook for the company almost constantly?

In this era of personalization, it seems wasteful that the jingle for Kars4Kids was heard by many who did not own a car, were not planning to donate their car, or were not even of age to drive a car. Many individuals of a certain age grew up knowing that Nationwide was “on their side” far before they knew a thing about insurance companies, or even what insurance was.

Today, visit a website a few times or leave a couple of items in your online shopping cart, and you could be receiving promotional emails and texts from a brand for years. Not only are we more reliant on the internet to remind us, or even tell us what we like, need, or want, but we’re also more inclined to move from one thing to the next at a faster pace. Today there is a shortening time frame for digital impact or relevancy, making it more necessary for brands to capture your attention while they can, rather than in the hopes of holding it for a lifetime.