String of Lights
If we think of our memories as a string of lights, sensory immersion, intensity of engagement, and contextual relevance determine which bulbs burn brightest. At GMR, our experience design philosophy is guided by the String of Lights Effect®. But some memories burn brighter than others, so much so that when a person encounters a stimulus associated with the event it’s formed around, that event plays back in their mind. They’re literally transported back to that moment. These are called autobiographical memories, and we all have them.
String of Lights from GMR Marketing on Vimeo.
Imagine a mixing board created specifically for brand experience where you can literally hear and see the effect of your choices and how they may impact memory creation. By dialing different levers up or down, you can select, with great accuracy, which components of your live experience will work best regardless of industry, environment, or audience. The ability to manipulate the right combination of tactics and devise optimal brand experiences ensures brands are remembered for creating positive vs negative memories.
“Having the tools to know that the tactical creative and design decisions we are making will have a compelling and tangible effect on the memories of those who experience them, is a gamechanger. We’re crafting powerful stories and spaces, with the intent of creating unforgettable memories in the minds of those who experience them. Knowing that the experience decisions we select will have that effect in advance is like seeing into the future, and helping us to make even more powerful work.” Ken Black, GMR’s Chief Creative Officer
You can read all about the String of Lights Effect and how we measure inside the GMR Brand Experience Index, which you can find here.
You May Also Like
Beyond the Visit: What the Bayeux Tapestry Tells Us About the Real Value of an Exhibition
The risk is treating an opportunity like this as a straightforward merchandising exercise; just put the tapestry on a mug and wait for the queue to convert.
Retail Marketing Needs to Be More Emotionally Intelligent
The industry spends a lot of time talking about platforms and emerging technologies. But consumers rarely think in those terms.
3 Shifts Publishers Need to Survive AI’s Next Phase
To say that publishers need to run more efficient businesses to survive the next phase of the internet is an understatement. If we do not adapt, the industry risks extinction.
