So don't aim for memorability as much as desirability because that leads to profitability. Bad publicity is better than no publicity at all. Bad publicity is bad for your business. No publicity is a lot healthier for you. People just love to gossip, especially about businesses that have done something so awful that the media exposes it.
Guerrillas love publicity but avoid bad publicity because they know it spreads faster than wildfire.
All that really counts is earning a honest profit. Good taste and sensitivity also count. Marketing, as part of mass communications, is part of the evolutionary process. It educates, informs, announces, enlightens and influences human behavior. Because it does, it has an obligation to offend nobody, to present its material with taste and decency, to be honest and to benefit customers.