Have you ever reflected on the nature of recalled moments? How do you remember activities and events? Let’s say, you’re a GoT fan (and we know you are!). Think about what conditions make you usually recollect different episodes. We bet that this happens each time someone says “Jon Snow” or “winter is coming.” When people attend an event, their minds generate mental shortcuts that help them recall those experiences in future. Event branding is the unique dressing that defines an event and makes it memorable for attendees.