Short-term memory is electrical; long-term memory is chemical. We can only do three things to increase the transfer of our messages from electrical memory to chemical memory: increase the relevancy of the message, increase the frequency of its repetition, or both. Branding is accomplished only when you have a relevant message that is repeated with enough frequency to become stored in chemical memory.
Donald A. Norman
An American researcher, professor, and author (The Design of Everyday Things). As Apple’s User Experience Architect (90's), he became the first person to have UX in his job title.