Explain why D2C brands must build memory structures before relying on brand storytelling.
Principle: Memory first, meaning second. The teach A D2C brand does not win because it has more words about itself. It wins when more category buyers can recognize it and retrieve it in the buying moment. Keller frames this as brand knowledge: awareness and associations. Ehrenberg-Bass turns it into operational discipline: build mental availability around real category-entry points. The mechanism Distinctive assets shorten recognition time. Category cues tell the shopper when the brand is relevant. Repeated together, they create retrieval paths. A founder story, mission claim, or lifestyle manifesto can add depth, but only after the brand has stable memory…
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