Book presentation Memory Brands by Marc Fauconnier
In 60 minutes, Marc Fauconnier presents his new book Memory Brands - how brands survive in an algorithmic world.
Introduction
Most brands today are fighting the wrong battle. Discover how to build brands people actually remember, not just see.
Marketing has convinced itself we live in an attention economy. So brands buy attention, optimize it, personalize it and measure every click of it. But attention is only rented from tech-platforms and it expires the moment the impression ends. The real battlefield is memory. What people remember when they're not being targeted is what decides whether a brand gets chosen at all. This is what Byron Sharp calls 'mental availability'.
The shift from attention to memory economy matters even more now that algorithms and AI assistants make the first selection. If a brand isn't stored, in the customer's memory and in the machine's, it never reaches the shortlist. Performance marketing keeps delivering short-term numbers while mental availability quietly erodes underneath it.
The memory economy is the blue ocean for brands today. Almost everyone is bidding for the same attention. Almost no one is deliberately building memory. That gap is the opportunity.
What you'll take away:
- Why performance marketing can grow your metrics and shrink your brand at the same time
- How the three memories work: biological, collective, and algorithmic
- What System Zero is, and why it decides whether AI assistants ever mention you
- The Memory Audit: what your brand actually still occupies in people's heads
- The Memory Contract: what a brand must keep doing to stay remembered
- Why memory brands keep selling when the media budget stops
Language
The session is conducted in English and the slides of the presentation are in English as well.
Schedule
On Tuesday 13 October:
12:00 - 12:45
Marc Fauconnier CEO at FamousGrey
60 minutes session
12:45 - 13:00
Q&A
Speakers
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Marc Fauconnier
Marc Fauconnier is an advertising entrepreneur, brand strategist and author with 35 years of experience building brands. He founded the agencies LG&F and Famous, the latter acquired by WPP, and worked with many of Belgium's best-known advertisers. He is a sharp and outspoken voice on what mar...
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Prices
Participation is exclusive to UBA members.
- UBA Member | Brand member: Participation is included in the UBA membership.
- UBA Member | Expert member: Participation is included in the UBA membership.
- UBA Member I Media member: Participation is included in the UBA membership.
This session will be held online via Teams and will not be recorded. Register to participate, and you will receive further instructions by email.
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