Brands want to be chosen by customers, and marketing as a discipline is aimed at increasing that likelihood. As a growing body of academic research shows, almost all customer purchases are at least partially memory-based. This means a critical priority in marketing and advertising is creating and reinforcing positive brand memories, associations that lead customers to buy. Multiple studies(1,2) show brand recall strongly correlates with brand selection, and is often triggered by in-the-moment needs. Strong brand and product memories translate to sales.ง