Memory actually works through the creation of connections. A brand is simply a set of connections and associations in the brain. We form and access memories of brands by creating and activating these networks of associations.
So people don’t consume and file away abstract ideas and propositions. They consume (as Robert Heath has shown, they often with fairly low levels of attention) all the visual, verbal, audible, tangible characteristics of our content – and these create new connections and in the brain.
Marketing is just a series of connections, i.e. memory creation. Its success depends on the brand’s creativity, or content.
Creativity isn’t some kind of distraction tactic, bait or bribe. It isn’t a wrapper or envelope for a message.
It IS the content.