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Brands are memories

Writer's picture: Niki SlawinskiNiki Slawinski


Brands are memories. And memories are emotions. So through memories you are emotionally connected to brands.


So that is the role that brands have – today, in the past and in the future.


And when brands are memories, what is branding? Branding is creating memories. Consciously. That is the goal of the brand manager to think about what the people could and should remember.


Watch my video from my keynote at the BrandFestival Berlin 2024:



Photo credits

Photo by A. Kovalchuk published at LinkedIn (participant at BrandFestival)


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