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.

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.

[[ message ]]
Or
[[ message ]]
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in