How to Use Memory to Increase the Value of Your Brand

Today, people have hundreds of choices for every product or service, and brands have to fight for recognition in a crowded marketplace. So what makes a brand shine? What gives some brands like Nike and Apple an edge?

The answer is brand consistency — consistently branding a product or service so it’s easily recognizable in any context and touchpoint. When a brand’s easily recognizable, it builds memory equity and increases the overall value of the brand. This works because of the psychological concept of context-dependent memory. And it’s a big deal. 

How context-dependent memory works

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