“We capture a tiny fraction of what happens to us. Since our memory comprises a selection of moments, there’s the possibility of an event being remembered very differently dependent on which precise moments stick in our memory.”
Most of the work companies do to create memorable brand experiences isn’t necessary — because it’s forgotten.
Marketing Week points to research that shows people tend to only remember the final moments of an experience and the most (or least) enjoyable part of it.
This is called the peak-end rule and can be applied to just about anything to influence the way consumers experience your product or brand.