Last year, 59% of Americans could remember less than 1 in 10 of the ads they’d watched in the past 24 hours. Globally, a staggering 89% of advertising efforts fade into obscurity, as if they never existed. So what makes a brand memorable? In today’s episode, Ziba and Raphy explore the nuances of brand awareness so that you have the power to make your brand have a big and lasting impact. They speak to branding guru Charles Vallance, Chairman & Founding Partner of VCCP and get the benefit of his decades long marketing experience. They also chat to Katie Hart, international speaker, trainer and researcher in the field of Neuromarketing to get her take on the latest research. Raphy then takes to the streets to test how successful some brands are at capturing and keeping the attention of the general public. Follow Ziba Goddard on LinkedIn Follow Raphy March on Linkedin Follow Charles Vallance on Twitter Follow Katie Hart on LinkedIn How to Hack the Brain is brought to you by Cowry Consulting, part of the VCCP Group,  an award-winning, global, tech-enabled behavioural science consultancy. Learn More at www.cowryconsulting.com This episode was produced by Frankie Taylor, Rowan Bishop and Richard Willan. If you want to create a chart-topping podcast for your business or brand? Contact [email protected] to make it happen.