Science journalist Joshua Foer talks about the power of memory and how to cultivate and train your own.

Memory isn’t just a tool you can develop for yourself, though. Brands and their agencies can use this information to help people remember them.

We’ve learned that repetition is important when it comes to branding, marketing and advertising. However, even more important, is creating a memorable experience. All the repetition in the world won’t touch a truly memorable moment or interaction. And at worst, it could just keep reminding people of a bad memory.

But back to Foer. Look at how he remembered his speech: nudist bike race, cookie monster and Mr. Ed, Britney Spears, the characters of the Wizard of Oz. He talks about getting creative with the associations you make with what you want to remember. The crazier, the smellier, the more silly, the better.

In addition to what you’re repeating from the rooftops, take a moment - or a few - to think about how you can create associations for your audience. What can you tie to your message to help them remember it?