There are three types of long-term memory: episodic, semantic and procedural. Ideally, brand content goes into two or even all three.
These are images, sounds and feelings remembered from the content. Communications that tell stories are good at creating episodic memories because people find stories easy to understand and remember whilst also engaging with them emotionally.
Semantic memories are concerned with meaning. These include what a product does, its features and benefits.
Procedural memories relate to how actions are performed. Showing the product being used ensures procedural memories are created. Oreo biscuits feature the 'Twist, Lick, Dunk’ ritual in their communications and have used it to launch the brand all over the world.