Why marketers need to engage long-term memory

The way human minds process information, and our instinctual resistance to change, are making it harder for brands to cut through. So how can you stick?

We’ve all seen it happen: You spend months creating an ad or a marketing campaign. Blood, sweat and tears have gone into it, the boardroom applauds it, and yet it results in no discernible uptick in sales or brand awareness. Or worse, it gives a competitor, who may be better known in the space, a free kick.

What’s going on?

Chances are, you haven’t engaged the long-term memory of your audience, and you have branded after conceptual closure. Therefore your marketing doesn’t line up with the moment of intent.

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