As the industry continues to accelerate towards performance marketing, are brands eschewing their cultural significance in the relentless pursuit of the unmemorable? Are we, as an industry, focusing too much time and budget on momentary snapshots, rather than creating lasting memories? 

Tiina Salzberg, Executive Strategy Director, and Kalle Hellzen, Executive Creative Director, at award-winning creative agency 180 Kingsday, explore the physiology and psychology of memory and the critical role cultural imprinting plays in long-term brand building. Together, they examine how modern marketing is changing the way we approach brand building, and the inherent risk such an approach carries in the pursuit of longer-term brand growth. 

Recorded live in Amsterdam at OnBrand ‘19, Europe’s leading branding conference.