5 Reasons Why You Need to Build Associative Models with Decision Makers' Brains

Updated: Mar 3

colorful brain graphic

The brain’s capacity for memory consists of nodes of stored information connected by neural links of varying strength. When a node is activated by external information or by retrieval from long-term memory, it stimulates other memory nodes. When the activation of another memory node exceeds some threshold, information in that node is recalled.


This process is termed the associated network memory model in the book, The Architecture of Cognition by John Anderson. Consistent with this model, brand knowledge is conceived as consisting of a brand node in memory in which many associations are linked.


So how does this associative model work for your leadership advancement strategy?

  1. Every exposure of your brand, expertise, and name to decision makers strengthens the link-node relationship in the decision maker's brain.

  2. With continued exposure, recall of your brand, name, and expertise becomes more instantaneous.

  3. Faster recall leads to familiarity with you and your expertise.

  4. Familiarity with you and your expertise often leads to a preference for your you and your expertise by decision makers.

  5. Continue building that associative model with decision makers in your field, profession, or industry

Stop using the same old approaches career coaches promote that don’t have a better success rate. Visit my website for more details on how to use such cognitive psychology techniques for building your brand and then promoting it to others.

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Do you want to boost your leadership influence and persuasion? The secret is not in what you say, but in what others hear, and if you confuse, you lose. Let's have a conversation to see how we can work together to build leadership presence in your organization.

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