In the last years, each time more companies have invested in research projects on their history, many times creating museums and archives with proper quantities, publishing books and organizing programs of verbal memory, interviewing professionals that act or had acted in its interior. This has happened with institutions of the most varied types, as Petrobras, the Supermarkets Zona Sul, the Gerdau Group, the Chocolates Garoto and the Globe Organizations. Our objective, in this work, is to reflect on the memory impulse of these institutions, over all of communication. What takes them to value their past and to invest in historical research or the assembly of structures of archive?