Turning ideas into unforgettable brand experiences
Writen By
Clara Jensen
Published
December 20, 2025
Introduction
Memorable is not the same as unusual. The experiences people remember are the ones that removed a difficulty they had quietly accepted — and the removal is what gets described afterwards.
Memory attaches to relief, not to novelty
Ask someone about a brand experience they remember and you will almost always get a story about something being easier than expected: a return that took ninety seconds, a delivery window that was a window, a form that remembered them. Novelty gets noticed once; relief gets retold.
Finding the difficulty worth removing
- Watch five people do the task without helping them. The difficulty is whatever they apologise for.
- Read the one-star reviews of your three competitors. That is the category's shared difficulty.
- Look for the workaround your own customers have invented. Somebody has always built a spreadsheet.
Then spend the budget there
Most brand budgets are spent on the moments that are already fine. Moving even a third of it to the one moment everybody dreads changes what customers say about you, which is the only distribution that has never needed buying.
Conclusion
Unforgettable is a high bar and a simple one. Find the thing your customers have given up complaining about, and fix it properly.
