Only the Noticed are Remembered—Use Slogans and Signature Moves that Tell Your Unique Story

Scientists have long known that the human brain latches onto patterns, slogans, and symbols as memory shortcuts. In crowded markets and busy lives, ideas that are easy to repeat—whether a phrase, color, or icon—stick better. This isn’t about bland taglines or corporate mottos. Tiffany's blue box, the Leaning Tower's lean, and a club’s in-joke slogan are memorable because they crystallize what's unique and get passed from person to person without effort.

Research into social contagion finds that 'scriptable' distinctions—simple, true, and visible—are shared by mouth or social post more often than complicated explanations. What matters is not what you say to yourself, but what others remember and repeat. A great slogan or signature move gives fans a script to spread your story, boosting visibility and recall far beyond what you could achieve on your own.

Start by drilling down to your core difference—something so authentic that people enjoy repeating or showing it. Turn this into a short phrase, gesture, or visual cue, and work it into everything you build or do, from presentations to events to online posts. Encourage your fans or friends to share it, and pay attention to which parts travel the farthest or get the most laughs or retweets. Tweak it when needed, but keep it true to what makes you or your work special. Try launching your own signature message this week and see where it’s picked up.