From P&G’s “Thank You, Mom” to Dos Equis’s “Most Interesting Man in the World,” marketing campaigns have a way of sticking with us. Why is that? Campaigns make companies memorable.

And while not everyone remembers what you say, they know how you make them feel — for years, I haven’t been able to hear Sarah McLaughlin’s “Arms of an Angel” without crying, thinking about the puppies up for adoption in the ASPCA.