Consumers control the data at financial advise brand Wesabe. Although the consumer can upload all financial data from transactions, which thus are stored on the Wesabe servers, the help desk can't just get to those data. The consumer can authorize a help desk agent to get to his data by entering a code on the website. The help desk agent needs this code to get access to the data (em, Dutch). Thus brands slowly build their brand memory, a memory that remembers all communication between consumer and brand. Other people can't access this information, although the artificial brand agent will undoubtedly be authorized to do so. This way new brands slowly develop the dialogue model, while existing brands still have a long way to go.