Found this recent quote by Robert Wight, the well-known president of Engine Group:

“It’s still controversial but in the future we’ll find little synaptic connections that represent the Guardian, BMW, all these brands. You put an electrode on someone’s head and say Jennifer Aniston, for example, and one neuron fires.  It took 50 years after genes were conceived of to find them in the body and it may take another 50 before we find memes - but we will find little clusters, bundles of connections that represent brands.”

Hmm.  What does the future hold for us?