• by Joe Mandese  @mp_joemandese, June 9, 2009

That’s what Jeff Eisenberg seemed to suggest the marketing industry is issuing for some of its “old brand measures” â€" including one like “brand recall.”

He says, “they don’t matter anymore.”

His reason, “I have a brain like a sieve.”

In other words, Eisenberg cannot remember anything anymore, and he’s assuming no one else an either. So what’s the point in trying to measure how people recall brands?

“Those measures matter less today than they used to,” Eisenberg said, convincing me of two things:

1) The crowd at OMMA Metrics may truly be gearheads and analytics nerds if they believe that line.

2) I’m convinced that soft brand measures have become politically incorrect on Madison Avenue, and will continue to lose ground during this economic downturn, until a couple of years down the road, when, at the OMMA Metrics conference of, say, 2011, or 2012, the opening keynote declares that it’s time to shift way from things like attribution, and return the fundamentals of brand marketing. Like just maybe, brand recall, awareness, differentiation, etc. Just my opinion.