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.
Niki Slawinski from Dragon Rouge Hamburg about the role of brands in the future at the Brand Festival Berlin.