Richard Shotton: Don’t spread yourself thin, focus on what makes your brand memorable

According to the peak-end rule, events are remembered for their most remarkable and final moments, so to stand out brands should concentrate on improving these aspects of the customer experience.

… Most spread their efforts thinly, attempting to make marginal improvements to every aspect of the customer experience. That damns them to mediocrity.

… Richard Shotton is deputy head of evidence at Manning Gottlieb OMD and author of The Choice Factory.