I can’t remember what I had for breakfast yesterday.
I can’t remember how I survived before Google Maps. Drop me in a new city, and within 5 minutes of leaving the hotel, I’m completely lost.
Minutes after meeting someone at a party, I’m Whatsapp’ing Jade (stood right by me)
“What’s their name?!”
But every time I look at this picture, I’m transported back to that precise moment.
The hall, the people, my Wife… both of us giddy with emotion.
“Eeek! It’s actually happening!
Up yours COVID Lockdown,
we’re getting married.”
In fact, I don’t even need the photo.
Say to me “exchanging vows” and I’m there.
ðŸ§
Dr Wendy Suzuki, Professor of Neural Science and Psychology at New York University has been studying brains and memory for 30 years.
She knows a thing or four about them.
According to Dr Suzuki, 4 factors elevate events to the ranks of the remembered:
1. Repetition
Repeating information or experiences strengthens neural connections, making memories more robust and easier to recall.
It’s not just ok to repeat your best stories, it’s necessary.
This is also why you need a consistent brand identity.
2. Association
Linking new information to what you already know helps to integrate it into your existing memory network.
Nike have built a rather successful brand associating their swoosh with the world’s favourite athletes.
3. Novelty
The brain prioritizes novel information for processing and storage.
There’s an evolutionary driver for this: anything familiar can be discounted as not having already killed you.
4. Emotion
When we experience an emotionally-charged event or hear a story of the same nature, our brain releases excess dopamine, making it easier to remember something with greater accuracy.
This is related to the brain’s limbic system, which processes emotions and is closely linked to memory formation.
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None of this is controversial or new to marketers and storytellers.
But it’s always good to have your beliefs confirmed by science.
PS.
Check out Dr Suzuki’s appearance on Diary of a CEO – chock full of unforgettable learnings.
