Summary: We are commissioned to make messages that stick. Naturally, then, we should crave the knowledge of why and how our messages appeal and stay with our audiences.
Our industry is inclined to think that it is all about the creative process.
And it is, to a point.
Our memory is awesome. Awesome in both the “cool” and “awe inspiring” senses. And if we are serious about communicating messages that stick, we need to know just how interactions are stored and recalled in our memories.