Why we remember, and don't!

Why can't I remember an apartment complex's name despite having been told so many times, but can the 'mother sauces' I was taught twenty six years ago?

Attribute what you can or can't remember to whether you rehearsed and encoded stimuli. I formally learnt about the sauces; in fact I can even see their colors in my head. My former act was one of 'rehearsal' and latter, 'encoding'. I've done neither about the apartment complex, which is why I can't remember.

Brands that stay alive in consumer heads are those that teach consumers via continuous exposure to stimuli (rehearsal), and associations (encoding). So don't be surprised when I can say 'McDonald's' in a flash, but can't your name.

Sorry.