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Well… I’ll remember that I never want to give Liberty Mutual a single dollar.

I was never going to give any of the woo-woo secret health nonsense hucksters any money, though.

Before the ad, you had no brand awareness at all of Liberty Mutual. Now, you know their name enough to call them out specifically in a Hacker News comment. Your propensity to buy has improved a lot just based on that fact, regardless of whether you consciously want to avoid them now.

I did know Liberty Mutual. I had business with them.

Now I know them and I’m fucking annoyed that they exist. My “propensity to buy” has not improved.

You can save yourself the trouble of repeating more century old marketing truisms that aren’t. We’ve heard it all before, and it isn’t insight.

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