“You can build a big brand with lots of littles.”
That simple insight from Dr Grace Kite has become one of marketing’s most-shared ideas.
And for good reason.
In a world of shrinking attention spans and splintered media, it makes sense to prioritise short, emotionally resonant, and consistent executions — instead of always chasing the next big hero ad.
But here’s the thing:
Doing “lots of littles” well is surprisingly hard.
What is “Lots of Littles”?
It’s the idea that brands grow by showing up:
- Early
- Often
- Consistently
- In ways that accumulate over time.
Instead of a few big moments, you aim for lots of small ones — each reinforcing the brand and nudging memory. But that only works if:
- Every little execution hits the brand memory threshold
- Teams know how to apply the brand distinctively across touchpoints
- Creative, strategy and media are working in sync
The theory is elegant. The reality is messy.
Let’s break down why this idea breaks down in practice:
1. Most teams don’t know what “counts” as a little
It’s not just more content. It’s brand-building bits — recognisable, consistent, emotionally resonant fragments.
Think sonic logos. One-liner taglines. TikTok-native formats. Display banners. Out-of-home with no copy.
Your team needs the skills to spot and shape these — not just deliver “big” brand campaigns.
2. Most comms don’t reach the memory threshold
According to Dr Karen Nelson-Field, 85% of digital ads don’t pass the memory test. That means most “littles” simply don’t stick. They’re seen but not stored.
“If it doesn’t hit the memory threshold, it doesn’t build the brand.”
— Karen Nelson-Field, Amplified Intelligence
To fix this, teams need training in:
- Distinctive brand assets
- Memory structures
- Asset application across platforms
3. Strategy, media and creative aren’t aligned
“Lots of Littles” only works if every part of your team is rowing in the same direction. That means:
- Planners writing modular briefs
- Creatives designing for recognisability
- Media buying for frequency and salience
- Stakeholders resisting the urge to reinvent
4. Teams don’t always value the boring stuff
Repetition feels wrong. Simplicity gets watered down. Creative egos want novelty.
But “Lots of Littles” rewards discipline over reinvention.
You don’t need 10 different ideas. You need one idea applied brilliantly 100 different ways.
5. Capability is the missing link
This isn’t a comms problem. It’s a capability one.
Teams need practical, embedded skills to make this strategy work every day.
That means:
- Training in asset development
- Building cross-functional ways of working
- Knowing what good “littles” actually look like
- And setting up systems to protect brand consistency
Want the full framework?
We’ve put together a practical PDF guide: “How to Make Lots of Littles Work (In Practice)”
Including:
- The 5 capability shifts teams need to make
- A brand asset readiness checklist
- Tips from KitKat, Dove and other fluent brands
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