Heraldry, Badges, and Town Criers: What Medieval Communications Can Teach Us About Brand Building

On March 4, 2025, Phase 5's Michael Dolenko, Brand Practice lead and Stephan Sigaud, CMO introduced strategies for measuring and growing your brand’s mental availability in the webinar,

which shares how in the Middle Ages, communication relied on rituals, symbols, and personal messengers – tools that ensured that “brands” stayed top of mind even in a world without technology or widespread literacy. These methods created what we now call mental availability: the ability of a brand to come to mind when consumers are ready to buy.

In today’s crowded market, building and measuring mental availability is just as critical – but traditional brand health metrics often fall short.

In this presentation you'll learn how to:

Understand mental availability and its critical role in brand health.
Identify why traditional brand metrics may not capture mental availability.
Use simple, actionable methods to measure mental availability for your brand and competitors.
Apply lessons from medieval communication techniques to help grow your brand’s presence.

Download the presentation now.

If you're interested in downloading the webinar recording, click here.