What every five-year-old knows about mnemonics
Nicknames are an everyday part of human speech, and something brands should take seriously when thinking about mnemonics and memory, writes Dave Trott.
While I was shaving, my wife said to me “Isn’t it Mike’s birthday this weekend?” I said “Which Mike?” Cathy rolled her eyes and said: “How many Mikes do we know?”
I said: “Well there’s Mike Reynolds, Mike Gold, and Mike Greenlees for a start.”
Cathy said: “Silly, obviously I mean Mike Yershon.”
