Ehrenberg-Bass: How to link advertising to memories

Sam Peña-Taylor

An explainer and overview of the theory of how to identify and deploy those moments in which a buyer will think about buying a category and which aid brand growth and customer retention.

Marketing to B2B audiences
Purchase behaviour
Behavioural research
Consumer decision making
Qualitative theories & methods
Strategy

Watch the related session from the Cannes Lions festival here.

“Branding is about building memories. Brands reside in people’s memories, everybody’s memories, whether you're a B2B buyer, a B2C buyer: it doesn’t matter,” Professor Jenni Romaniuk, associate...

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