Learning begins in two ways: memorization through repetition or connecting new information to existing information; the latter is more durable. Consistency and repetition breed trust and memorization but once the repetition is gone, the information stored has a short expiration date. Building a link into the mind’s chain of ideas is the type of memory that lasts. Make building a memorable brand about connecting to what the audience already knows. Become a part of their thought patterns by linking your ideas to theirs.