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Don’t spread yourself thin, focus on what makes your brand memorable (The…
Don’t spread yourself thin, focus on what makes your brand memorable
The
peak-end rule
events are remembered for their
most remarkable
and
final
moments
Our futur behavior influenced by...
The past ≠
Memory of the past
Evidence
Daniel Kahneman
The colonoscopy experiment
Two groups
15 mins of moderate pain
15 mins of moderate pain + 3 extras minutes of mild discomfort
considered as less painful
10% more likely to return(*)
The Marketing Application
(*) Application of the peak-end rule change memories + behaviour
"... attempting to make marginal improvements to every aspect of the customer experience"
=
mediocrity !
Example
The Magic Castle = second best hotel in L.A.
Basic hotel but focused on outsandings moments such ast the popsicle helpline
Conclusion
Impossible to improve everything
Focus on peak-end rule's moments of the customer experience