5/18/2023 0 Comments Memoires marketing![]() ![]() Consider the famous words “15 minutes could save you 15% or more on your car insurance.” You may not remember the humorous antics in the latest Geico ad you saw, but you certainly won’t forget that age-old line anytime soon. Similarly, brand differentiation is being up-heaved by brand distinction, which emphasizes the use of a brand’s unique assets to strengthen its portfolio of cues and thus bolster existing avenues of brand retrieval. ![]() Sales results were superb not because of increased brand awareness, but rather a growth in the number of buying situations McDonald’s was now considered in (Sharp 2010). Global awareness of the brand was arguably top-of-market during these times, but the addition of proper coffee to the fast food chain’s arsenal expanded their range of retrieval cues beyond just burgers and fries. For example, let’s compare the McDonald’s brand before and after the addition of the McCafe line of coffee. The concept adds an extra dimension to brand awareness, and evolves the focus to a brand’s propensity to be retrieved in multiple buying situations, prompted by various types and modes of cues (Romaniuk and Sharp 2004). Take for instance the concept of brand salience proposed by Jenni Romaniuk and Byron Sharp of the Ehrenberg-Bass Institute. In fact, a good deal of marketers have already taken advantage of these findings. Our current understanding of memory and the ANT model leave us with quite a lot of opportunity to work with. Awareness relative to just one category cue neglects the fact that memories require a multitude of cues to establish themselves strongly within our neural network.Īaron Paul gets it. The problem with this ‘top of mind’ awareness goal, much like our encoding-storage-retrieval memory model, is that it’s insufficiently one-dimensional. An example of this would be an unaided recall question asking survey respondents what soda brands came to mind first. In other words, improving retrieval of the brand’s name from memory with the category as the cue. The practice of driving brand awareness is cemented in increasing brand recognition and brand recall respective to the category. In light of what we’ve just learned about memory and how retrieval depends on the cues associated with encoded information, we can see how these presumptions may not hold water. A brand that is different will be remembered more often at purchase.A brand that is widely known will be remembered more often at purchase. ![]() Given that the goal of advertising is to drive business effects for the brand, these asks presume two things: The appeal of these is clear: the more consumers that recognize the brand, the better, and the more unique the brand, the more recognizable it’ll be. Two of the most common asks mentioned in client and creative briefs are to drive brand awareness and create brand differentiation. So now that you’ve got the basics of memory down, let’s apply them to some of the oldest and strongest presumptions of advertising practice to date and see how they hold up (spoiler alert: they don’t). All it states is that new memories don’t form in a vacuum, but rather in association with existing memories, thus resulting in an ever-growing, complicating network. This is the Associative Network Theory (ANT). If you take the earlier encoding-storage-retrieval model and consider that not just one, but multiple elements, or cues, can help you encode and retrieve memory, then you might picture the new model like so: Enter our penultimate piece of science and the most widely recognized model in cognitive psychology, neuroscience and marketing: the Associative Network Theory. All of these are perfectly viable elements through which to commit this article to memory, which suggests that there exists an extra dimension to the encoding-storage-retrieval model. While “psychology” is a valid term to help you code, remember, and retrieve this article, so are various other elements: topics I’ve mentioned like memory, advertising, and bike-riding television shows Fresh Off the Boat and The Simpsons from which I pulled the GIFs thus far even the digital platform Medium on which this is hosted. The more times it’s retrieved when prompted by the topic of psychology, the more strongly associated and memorized it’ll become (Foster 2009). We can liken this to your experience on Medium right now- you read a new article, commit it to memory as a piece on psychology, and later retrieve it over water cooler conversation. ![]() The dotted line from retrieval to encoding represents the idea that continual retrieval reinforces encoding and storage. In this model, encoding is the point of learning new information, storage is the process of committing it to memory over time, and retrieval is the act of resurfacing said information for future use. ![]()
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