Mnemonic

(neh mon' ick) An association, such as a sound, a visual, etc., that serves as a metaphor or shortcut for a brand. It is used to help bring the brand's essence alive for the target and reinforce memorability of the brand.

Example: "The Nestea Plunge," a visual of an individual falling, in slow motion, backwards into shimmering, crystal blue waters, served as a mnemonic for the refreshment of Nestea.

Consider these factors in evaluating a brand mnemonic:

1. Does the mnemonic aid brand recall?
2. Does the mnemonic reinforce the core essence of the brand?
3. Is it relevant to the core audience?
4. Is it proprietary and memorable?

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