To build memories, marketers tap into the brain’s three major memory systems: episodic, procedural, and semantic. You can think of these systems as the head, heart, and hand that work together to drive brand choice. The head searches for and embraces attribute, benefit and value equations that deliver their ideal experience. The heart seeks the emotional satisfaction of their brand choice. The hand part of memory wants to see that rehearsed in visual storytelling that is powerful and category-relevant.