2. We remember not only what is repeated, but what is repeatable.
It is intuitive to believe that repetition leads to memory. And we tend to repeat what is repeatable. But what makes a message easily repeatable? Science demonstrates that one of the criteria for a repeatable message is portability.
Take famous movie lines, such as “Say hello to my little friend” (Scarface), “You talking to me?” (Taxi Driver), “I’ll have what she’s having” (When Harry Met Sally) – these phrases contain simple words that can be used in many contexts, beyond their original habitat.
Analyzing Trump’s and Hillary’s message – it is easy to repeat “Make America Great Again” – simple syntax and we can replace the word “America” with something else and use it in different contexts, from trivial to serious (Make pancakes great again or Make democracy great again). For Hillary…we don’t know what her message is and what we should repeat. Ironically, her home page repeats Trump’s name…
Reminds me of "If it doesn't fit, you must acquit" or Chris Rock's technique of repeating stuff onstage ("Now I'm not saying he should have killed her...but I understand") or insert a non-OJ related example here.