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A 'Need Code’ is a distinctive way for a brand to connect itself with a need/occasion in consumers' minds - through repeated use. This connection helps the brand come to mind, and be more likely to be chosen, when people are buying the category for that reason. Featuring one or more of the brand’s 'Me Codes’ in the marketing activity helps the mental connection to be forged more easily and for it to last longer in memory. Here are some examples.