Ehrenberg-Bass: How to link advertising to memories

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.

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 director, international, at the Ehrenberg-Bass Institute, told the WARC stage at the Cannes Lions International Festival of Creativity (June 2022).

But not all memories are equal.

Memory networks

Think of a recent, significant, considered personal purchase. Think of a bicycle or a dishwasher, or a category that you might use but aren’t an expert buyer of. It’s likely that a handful...

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