The idea
The illustration treats memory as reconstructive rather than a fixed recording that marketing can simply replay. Its shoe example links an initial advertisement, fading recall over time and recognition in a shop; the depicted timeline explains a process and should not be read as a measured forgetting curve. Use the framework to connect the first impression with later encounters, while checking what people actually remember and whether their interpretation matches the intended message rather than assuming that recognition proves understanding or preference.
Use it thoughtfully
- Design a distinctive and understandable first encounter.
- Reinforce recognizable cues across relevant touchpoints.
- Ask what customers retrieve at the buying moment.
An example
In an illustrative footwear campaign, a recognizable shoe symbol appears in advertising and then in a store display. Interviews explore whether the display retrieves the intended brand memory, while allowing for partial, inaccurate or competing associations rather than assuming perfect recall.
A question to try
Which cue connects your first campaign encounter to the moment when someone needs to choose?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.