While the numbers vary based on product and market type as well as survey, most customers need on average 8-21 exposures to a brand message before they'd consider purchasing a product. As these numbers are typically quoted as averages, they presumably describe the behavior of the majority, not of the early adopters. With repeated exposures to a specific message, customers start to associate certain emotions or thoughts with a specific product or company. By increasing the number of exposures, a marketing team can create a familiarity with the product, to at least consider it when purchasing a product from that category. When evaluating branding initiatives, the key metric is the number of exposures a consumer has to the core message behind the brand.