Build an Unforgettable Brand Using Neuroscience

Most music businesses focus on grabbing attention, but the real challenge is staying in customers' minds long after they leave your store. This session from The 2026 NAMM Show, presented by Rande Vick of Vick Agency, revealed the 95:5 Rule — why creating lasting memories trumps momentary attention every time. Rande showed how to discover quick insights into how the brain forms and values memories, heard practical ideas to make brands “stick” through immersive experiences, sensory branding and storytelling that triggers neural coupling. Whether you run a music retail business, teach lessons or are building your brand as a musician, these actionable strategies can transform your business from a simple transaction into an unforgettable experience. Perfect for MI professionals ready to build brands that customers can't forget.