We tend to think of memory as a kind of record-keeper of the past. However, it is actually memory that informs our image of who we are in the present and has a tremendous impact on decision- making that affects our future. It is up to memory to enable the brain to make predictions about the possible consequences of future behaviors. Of course, sight is a pertinent instrument in increasing lifespan of one’s memory. It is whatever your eyes SEES that it SEIZES.
And in a situation when one loses the memory. Not knowing who he was, he does not know who he is. He is left without a story about himself and he must now write a new one – with nothing to go on. And as it turns out, it’s also about the future of brands.
Brand success is often connected to well-used measures like share-of-market and share-of-voice. Share-of-market is a measure of brand results, an output. Share-of-voice is a measure of brand effort, an input. The value of a share-of-voice metric lies in its ability to predict share-of-market.
But the question here is how do one determine the value of the ”share voice” for your brand’s advertising investment if it’s spread across different social platforms both the new and traditional media and all the other emerging brand available to modern marketers? Most importantly, share-of-voice calculations often leave out the impact of the quality of the content, i.e., the creative – the key variable which, according to many quantitative marketing models, explains more than half of the variability of in-market results. This brings us to the importance of measuring that quality and the role of memory on how researchers might differentiate the most effective brand communications from those that have little or no impact. When a company invests in advertising it is not just trying to drive short-term sales transactions. It is buying a stream of future profits. The best of this kind of advertising builds brands that shift the demand curve to a higher level of profitability.
At its best, evaluation of brand advertising tries to help brands predict future sales. All advertising researchers have developed numerous ways of measuring success, whether evaluating it against another execution, campaign or an average, but understanding branded communications cannot stop there.
Since memory has such a great impact on the “present” self who is making decisions, it then determines its success rate. Leaving a mental picture through an ad is what creates the customer’s memory. Understanding more about the effects of brand memory on brand-building must be part of our understanding if we as researchers are to reflect the real processes of the human mind. Semantic, episodic and procedutral are the three major memory in the brain. When asking about an ad verbally, one is querying the semantic memory system, the one of the three systems weakest in its connection to emotion. The idea that the story people carry in their minds about a brand, or even that they had given precious memory space to a brand at all, has been thought of before. In fact, it was the basis for a widely-accepted measure of success in the beginning of ad-testing days: recall. It was abandoned as lacking predictability to sales although this is not surprising when we understanding how memory works. To understand procedural memory, think of how you know how to open a door or eat a meal or perhaps drive a car. This is the place that physical rehearsal resides and it’s vital to our survival. It turns out that rehearsing a brand experience through advertising activates mirror neurons in our brain and can become a part of our procedural memory. This has been studied intensively and used in behavioral psychology to help humans heal querying the semantic memory system, the one of the three systems weakest in its connection to emotion.
If in advertising research one can identify the most powerful visual branded memories, and can attribute them to a particular memory system, can we then confidently predict that those are the visual moments, whatever the memory system, that are building brand equity for the long game? .
We now understand that the ad memories researchers want to access in our visual-drenched world are non-verbal and often difficult, if not impossible, to put into words. Asking someone if they remember an ad is not at all the same to the human mind as showing them an image from an ad and asking if they recognize it. Perhaps most important, however, is that new there is well-established science that demonstrates memory is far more nuanced then we previously understood. The episodic memory stores felt experiences, the “episodes” of one’s life that one draws on for decision-making – from the smallest to the largest things.
Your company may have pivoted, expanded into new product lines, entered international markets or acquired/merged with another company. Your brand needs to reflect these important changes, and not be left behind. This, in turn, gives marketers many opportunities to mold and shape the perceptions of their brands. Consumers need a great brand experience, where every interaction provides the experience and not just the product or service they are purchasing. So, providing our consumer the consistent brand experience they need and demand becomes our key to success represent your company’s past identity. when a brand is a participant in the consumer’s lifestyle, marketers may rise above choice. The consumer no longer makes a conscious decision to use the brand—the brand simply becomes a part of the consumer’s life just with an already existing memory. And that, my friends, is true brand success.