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What we remember

Riding the bus back home puts a smile on face, and its got nothing to do with getting away from work. Truth be told, I love what I do at work. I get to teach the smartest students there are, and the interactions I have with them are as rewarding to me.

Going back home sporting a smile has much to do with with the images that play in my head, drawn from memory. I can see the kids and Alphy. Their lovely welcome that I get to see every evening is what splits my face in two via a smile. In fact, I can almost remember everything about them, right from the beginning. I can do that because I draw those recollections from what is called my long term memory. I can see Alphy waiting for me at the Cafe' where we first met. I can draw the call (from an uncle) that told me Jaden's left his mama's tummy to tumble into the world. I can hear Brooke's cry even though my mom-in-law hadn't yet seen her, but she had her phone up (with me on the line) to catch Brooke's cry from inside the room where Alphy had just given birth. Everything is crystal clear in my head!

Now that's some lesson there for brands who are trying to worm into our long term memory so we evoke them when there's a purchase consideration. What's the lesson? Its that, what makes into our long term memory is what affects us deeply. What brands normally do is put their money on communiques to get into consumer long term memory. Of course, its worth a try, but what's better than ad spends is to try and turn a 'touchpoint' into an experience that sears into the consumer's long term memory. From experience we as consumers know that's rare. Consider this for an example. What I remember about the Whirlpool brand isn't any of their fancy communiques. Instead I remember how their service personnel stood me up when I needed help with a choice of stabiliser for the double-door refrigerator that I had bought . To me, all the money Whirlpool put into theirs ads and other campaigns is wasted money. I remember zilch from that.

What we remember is what affects us deeply. The good and the bad times are what gets etched into our memory. Its time brands knew the 'good' time they give consumers is what puts them into consumer long term memory. That in turn is what evokes them and puts them as strong contenders in the consumer's consideration set.

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