In this post-digital world, the experience you deliver for customers is your new brand truth. The expectations have never been higher and customers will gauge a brand’s suitability on acts, not ads.

In this world of heightened experience expectation, it is fundamental that you break down your full customer experience and eliminate every point of friction. Right?

We don’t think so. We believe that through the lens of memory, not all moments are considered equally. Daniel Kahneman explains it best when he says, “We judge an experience on how we feel at its peak and at its end rather than as an average of every moment.” It’s why we forgive an hour of queuing for the thrill of the 60 second rollercoaster ride.

We firmly believe in the peak-end rule – focus effort on the creation of emotionally engaging ‘peak’ and ‘end’ points. In short, fix the troughs, nail the transitions and look for brand-enhancing signature moments that will have exponential value on customer perception.