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

Cover of The Choice Factory by Richard Shotton 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.
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