In a Reuters Institute experiment, most people remembered how they found a news story. But only 37 percent could recall the name of the news brand itself when coming from search, and only 47 percent from social. I call this `source amnesia` and it is not helping news brands. They provide the information and the lock-in for third party platforms, but nobody knows they delivered the content. In the article you can how five publishers — Business Insider UK, The Times of London, The Sun, CNN and the BBC — stand out. Brilliant piece of branding within the social media.