Memory and behaviour: Dueling memories

Charles Young

The strength of a brand is a function of the number and relevance of memories that have been generated in the brains of target consumers.

Memory and behaviour: Duelling memories

Charles YoungAmeritest

Brands constantly compete for attention, but strong advertising not only assists brand memory, it suppresses the memory of competing brands.

A brand is a memory. At first glance, that statement feels like an oversimplification, or perhaps too retro. But if it feels that way, it's because what we think we know about memory is too simplistic. Understanding the nature of memory is, and has been for quite some time, one of the central mysteries of the brain. It is a vast and complicated problem for neuroscientists to unravel. Decoding DNA was trivial...

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