Turning off brand marketing for even 12 months can cut brand memory in half — and it takes just as long to rebuild what you’ve lost. Even strong brands see their awareness drop quickly when they stop showing up. For smaller or newer brands, the risk is even greater.
What Is Brand Memory?
Brand memory refers to the percentage of your target audience who remember your brand when they re-enter the buying cycle.
In low-frequency purchase categories like B2B, SaaS, finance, or insurance, brand memory is make-or-break.
If you're not top-of-mind when it's time to buy, you don't exist.
What Happens When You Restart?
Brand memory recovers gradually
It takes as long to rebuild as it took to decay
Visibility doesn’t bounce back overnight — consistency matters
Key Takeaways for Marketers & Decision-Makers
Consistency wins over campaign thinking
If you go dark, you fall, no matter how strong your brand is.Long-term goals need long-term investment
Avoid cutting brand efforts to chase short-term performance.Smaller brands are more vulnerable
Constant visibility is needed just to be remembered.Buying cycles matter
In long or infrequent B2B sales journeys, staying visible is critical.
Our Recommendation
Instead of turning off your campaigns entirely, consider scaling back. Maintaining even a light presence helps protect your brand equity and ensures you're still top-of-mind when your audience is ready to act.
If you’re thinking of pausing, feel free to reach out, we’re happy to help shape a lean strategy that keeps your momentum going.