The Marketing Science Behind Being Remembered in B2B

If we start from, uh, the beginning, or like if you were to explain me kind of how does a, a brand and a B2B brand get to be remembered? Because all of us actually want to be remembered, so when buyers start making lists of companies or vendors that they need to speak with, they typically only remember one or two or three brands or something like that.

So what, what is the kind of like...

And how do you get to that position [laughs] in simple terms that buyers or your ideal customers actually remembers your brand in- instead of another brand?

Yeah.

Well, I mean, so, so one thing to be clear is that, um, often we remember multiple things at once.

So there's a little bit of a, um, this, a, a, a myopy, myopathy where people constantly focus on gotta be top of mind.

Actually, you don't have to be the first one retrieved, you just have to be retrieved.

Because if people, people can hold two, three, four things in their brain, and that's fewer than everything they know.

And as long as you're one of them, it didn't matter if you came out first or you came out fourth-

Okay

... you're still part of those brands being thought of.

Um, but that's a big challenge and, and, and to understand how to give yourself the best chance of being that, we really need to understand how we build memories, and that is through co-presentation of, of what people are using to retrieve the brand name and our brand, and continually doing that to keep it fresh.

Because memories don't stay static.

It's not like you build it and then it's there and it's, it's, you come back in two years' time and it will still be there.

No.

If we don't use our memories, they're not refreshed.

Um, they decay over time.

Yeah.

But the good news is once we've established a link in memory, it's easier to refresh it.

We don't have to work as hard to do that.

Um, but we do have to do the work to do it.

Mm.

So in order to be remembered, you have to understand how, what people are using to retrieve brands from their brain, and you have to position your brand so that you are behind the many different things people can use to retrieve brands from their brain.

And so, and you then you need to keep doing that over the long term so that knowing that any individual goes in and out of the market, um, you know, 'cause they come in at the time when they're about to buy, and then they leave after they've bought, and then they come back in again later.

And you've gotta keep that up.