Memory Drift
Memory Drift is the gradual weakening or distortion of what your audience remembers about your business. It occurs when your message or cues become inconsistent, scattered, or overshadowed by competing signals.
Memory Drift reduces the likelihood that your business will be recalled in a buying moment.
Why Memory Drift Matters
Marketing reach fluctuates.
But memory should not.
When your signals drift, your audience stops associating you with the problems or moments you want to own. This increases effort, reduces conversion efficiency, and makes marketing unpredictable and more expensive.
Causes of Memory Drift
Changing messages too often
Inconsistent cues
Introducing too many ideas at once
Content that tries to be everything to everyone
A lack of reinforcement across channels
Memory Drift in the Profit Recall System™
The Profit Recall System identifies drift early by mapping:
the cues you intend to reinforce
the cues people remember
where signals have become diluted or off-track
This helps realign your message to the Buying Moments that matter.
Related Terms
Understand the seven buying moments that drive your revenue and how to map them.
Caroline Thomas Marketing
- Because followers don’t equal reach, and reach doesn’t equal revenue — recall does.
- I build marketing systems that compound, so you spend less, sell cheaper, and retain longer.
- Straight-talking strategy. No fluff. No funnels for the sake of it.
- Just marketing that’s calm, clever, and commercially efficient.