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...