Think Small. Just Do It. The Marlboro Man. Why are these the campaigns that we talk about for decades and why are there thousands, probably even millions of others that disappear down the dustbin of history? Is it because these were divinely inspired? Is it because people like me keep jamming them down your throats? Or is it because of something else? Do they have some qualities that make them easier to remember, more compelling, more resonant? That make them, as it were, stick?

Chip and Dan Heath think so.