Being remembered is everyone's desire—people, companies, and brands. Everyone aspires to be top of mind for the rest of the world. Today, it's not easy to be remembered in a society characterized by crowding, short attention spans, and speed. Furthermore, the mechanism that triggers memory is often difficult to control and therefore predict. Emotion is an important driver of memory, but not everyone is moved by the same thing. For example, I feel a great thrill when I see the Eiffel Tower's light show at night, but that's not the case for everyone. Finding the right way to communicate with different people to trigger a memory is the key to successful communication.