W I N N I N G T H E M E M O RY G A M E 29 The popular perception is that we remember brands with catchy names or logos. While a logo or a name might indeed catch consumers' attention, that's no guarantee they will remember it when choosing between your brand and a competitor's. In fact, if you don't anchor your brand to some- thing concrete, consumers might not include you in their consideration set at all, even though they still think your logo is really cool. I opened this book saying that a real brand makes a promise that is predictably fulfilled in each brand experience. To do this, your brand must consistently remind me why I should care about it at all. It has to take root in my memory as something specific. There shouldn't be any guesswork. In this chapter, we will explore what makes some brands easier to remember than others. We will also discuss why so many aspiring brands are ignored, denied entry, or downright evicted from our minds.