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.
On March 4, 2025, Phase 5 Brand Practice lead Michael Dolenko and Stephan Sigaud, Phase 5 CMO, shared strategies for measuring and growing your brand’s mental availability, and how timeless medieval techniques can inspire your approach in the webinar, Heraldry, Badges, and Town Criers: What Medieval Communications Can Teach Us About Brand Building.
Who should watch?
Brand managers, marketing leaders, CX professionals, consumer insights specialists, and anyone looking to better understand how to build mental availability and create stronger, more memorable brands.
By watching this 45-minute video recording of the webinar, 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 full recording by filling out the form below.
If you are interested in downloading just the presentation, click here.
