In the latest VoX, Max and Elke delve into the annual Brand Experience Index, discussing the significance of unforgettable experiences for brands. They explore the neuroscience behind memory retention, the importance of multi-sensory engagement, and how brands can tap into consumer need states to create memorable interactions. The conversation also touches on the role of competition in enhancing emotional arousal, the shift from physical to digital mementos, and the emerging trend of replenishment as a strategy for lasting impressions. Ultimately, they propose a rethinking of creative briefs to prioritize memory goals over traditional KPIs.