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
Advertisements

Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s