Memoir vs. "A True Story" - Do you view them as different?

In another thread about my memoir I've decided to self-publish, a discussion has begun about whether or not my book is a "memoir" or a "true story."

At first, the discussion took me aback, because I've never considered memoir or personal essays to be anything but a true story.

But then I began to see that some view them very different from a branding perspective.

Do you see them differently? If so, what are the differences you expect?

Interesting distinction. I like it.

Given this, I think that memoir is apt for my book, even though from a marketing perspective is might not be as juicy.