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SXSW Interactive 2014

Make Memories, Not Love

When two people from the same place meet in a strange land, they talk about films, TV shows, sports, political events, and ads they remember. One of the building blocks of relationships is shared experience, so why haven't brands learned this lesson? The truth is consumers care very little about brands and spend little effort thinking about them. There is no preference, no rational decision making, no love. The goal of marketing is to be the first brand that comes to mind when making a purchase decision. Advertising can drive this by reinforcing memory structures methodically over time. While this is a realistic view of advertising, it still looks at the consumer as a single entity, passively receiving messages. That's not true. This talk will examine the role of networks and relationships in forming and reinforcing memory structures. From sharing jingles and liking a brand on Facebook, to wearing a logo t-shirt, the way we share brands drives mental availability as much as broadcast.

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  1. How does sharing drive memory structures?
  2. What type of branded stuff do people share, and which of them matter?
  3. How do you stimulate sharing?
  4. How do you measure the effect of sharing?
  5. Can sharing drive fame?


  • Martin Harrison, Planning Director, Huge


Martin Harrison, Planning Director, Huge

Meta Information:

  • Tags: social
  • Event: Interactive
  • Format: Solo
  • Track: Social and Relationships
  • Level: Advanced
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