Owning the moment: Why CMOs should care about need codes

Our new research shows successful brands don’t just rely on distinctive colors, mascots or sounds in building these memory links. They build two layers of brand codes:

• Core Codes – timeless cues that uniquely identify the brand (McD arches)
• Need Codes – tactical cues that tie the brand to a specific need or buying moment (Happy Meal = McD <> Kids, Pumpkin Spice Latte = Starbucks <> Autumn)

In this 60-min webinar, we’ll show how combining both types of codes boosts ad impact and accelerates growth — with practical playbooks you can apply right away.