Why marketers need to build Associative Attention

WARC’s Lena Roland talks to marketing consultant Samuel Brealey and Max Stricker, client director at Triniti Marketing, about their latest article on associative attention, discussing how marketers can activate attention in a meaningful way to lead to better outcomes such as increased sales.

Where to listen

Timestamps

01:58 – Why did you decide to co-author this paper? 03:59 – What is associative attention? 06:50 – The importance of getting associative attention right 12:57 – Does this also apply to B2B? 13:45 – Examples of brands doing this well 16:54 – What are distinctive brand assets? 20:10 – What are category entry points? 25:06 – How would a smaller brand choose the right CEPs? 28:15 – Incorporating creative35:31 – Advice to marketers...

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