Bold Part III: The Peak/End rule

Research shows that the memory we have of our past experiences with brands is entirely determined by two factors:

  1. The intensity of the experience we get at its peak (best/worst)
  2. How we felt when the experience ended

As Barry Manilow said of his fans, "they won’t remember what I sing, but they’ll remember how I made them feel".
So what can we learn from this?

  • Finish strong
  • Get bad experiences over early
  • Segment pleasure and combine the pain
  • Build customer commitment through choice
  • Stick to rituals
  • Align pleasure peaks with brand values
  • Dramatize the brand promise/values

Author: Dean Crutchfield

Builds Brands and Fixes Them When Broken

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