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4008 - I believe brands need to create and reinforce positive brand memories

Technology has bred a new type of consumer, in control, all knowing and very distracted. This new consumer is using other people as their shortcut to making decisions, not brand communications. Therefore we need to understand how people recall the brand memories they are sharing with others and learn to leverage them. In this paper, I call for a new role for brand communications - to create and reinforce positive brand memories.

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