The Invisible Gorilla explores the idea of flashbulb memories; recollections that tend to remain mentally accessible for longer due to how they were initially 'captured'. The image below outlines a few of the requisite conditions, based on one of America's most flashbulbed collective memories.
As communicators, we can leverage the brain's tendency to record (more positive) memories through this phenomenon, if we're prepared to fuel-inject excitement, drama and relevancy into our branded experiences.