Neurons express new gene transcripts and proteins upon receiving synaptic inputs, and these events are essential for achieving proper neuronal wiring, adequate synaptic plasticity, and updatable memory. However, the biological impact of new gene expression on input-specific synaptic potentiation remains largely elusive, in part because the cell biological and biochemical mechanisms for synaptic targeting of newly synthesized proteins has remained obscure. A new study investigating the targeting of the memory related protein Arc from the soma to the synapses teases apart a novel “inverse” synaptic tagging mechanism that enables Arc to specifically target the un-potentiated synapses, thereby helping to maintain the contrast of synaptic weight between strengthened and weak synapses.