If you listen to Mark Zuckerberg, he simply created an innovative piece of tech that enabled the world to “connect”. Well, that wasn’t particularly novel in 2005. We had Myspace, Friends Reunited and Bebo for that. Hell, you could message your friends in real time on Instant Messenger, long before Facebook Messenger launched in 2011.
Brands are hugely important aids to decision-making. If marketing science (derived from behavioral science) tells us that most advertising works by creating greater mental availability – creating largely subconscious associations with products and services – what does this mean for brands? Are brands simply a collection of memories? And how do these affect the decision to purchase?
Behavioral and marketing science have identified that building more mentally available brand associations is the primary purpose of marketing. But it is not the only way to build these associations.
