The percent of redundancy (50%) in the English language. Redundancy refers to “highly predictable phonetic elements, grammatical markers that all must agree within a sentence, and predictable word-order constraints can help one anticipate what is coming.” For example, the letter “q” is most frequently followed by a “u” and it will never be followed by an “x.” This is what makes crossword puzzles (and the Wheel of Fortune) so addictive to some people.

So what?

Redundancy is neither good nor bad, but there is some optimal point of predictability for all communicators. Likewise, the lifespan of an advertising theme—or any other message– reaches an optimal point of utility, after which it just gets boring.