How Coca-Cola Built the World’s Most Memorable Brand
How memories make brands (and how brands can make memories)
If you’re a marketer, you’re in the memory-making business.
(Whether you realize it or not.)
Because even the most brilliant brands, products, apps, and campaigns will fail if they’re forgettable.
Brilliant, but Forgettable
Do you remember the last time you bought a new product? Imagine you’ve snagged a face serum after it went viral on TikTok.
The serum promised fantastic results, but only if you used it every night. You were really excited to see your skin transform, so you used the serum every night… for a few days.
Then your old skincare habits took over. You stashed the fancy serum in the back of your bathroom cabinet and forgot all about it.
Turns out that the number one reason new products fail in the long run is that people just forget to use them.
We don’t try these products and hate them, and we have every intention of continuing to use them. We just… forget.
So how can marketing and experience design create memories that help your brand grow, sell more products, and get people to use them?
