Brand integration impacts memory encoding and decision-making, a lesson that can be learned from looking at how Rhianna subtly incorporated Fenty Beauty into her performance at Super Bowl LVII.  

When the artist used one of the brand's products to briefly touch up her makeup, Google searches for Fenty Beauty increased by 883% in the 12 hours following the performance. 

Why it matters

As the linear viewing experience decreases and new ad models emerge, it becomes challenging to meaningfully implement branding and messages in unique ways. But marketers can utilise seamless brand integration to impact subconscious consumer decision-making.

Takeaways

• Brand integration...