The String of
Lights Effect

Some moments in life stick with you. These are the experiences that move and shape you. The stories you tell over and over again. At GMR, we embed brands into stories like that.

Memories influence purchase behavior.

Picture your life story as a string of lights. When you look back, you see the brightest bulbs.

Those bright bulbs, those memorable experiences, influence how you behave. In fact, when you have a highly engaging, multisensorial experience with a brand, you’re far more likely to tell people about it—and you’re almost six times more likely to remember that brand when considering purchase alternatives. We call that the String of Lights Effect.

How do we make memories?
let's step into the lab.

We’re continually conducting field research and market analysis into how to create stronger memories for brands.
We've identified four key factors:

01
Sensation

You remember something more if you experience it through multiple senses at once.

+Takeaway for Brands
Takeaway
Sensation

Design immersive experiences that engage people across multiple senses. That can include experiential activations, live events, virtual reality, digital engagements, or blended experiences.

02
Engagement

The more interactive the format, the stronger the memory.

+Takeaway for Brands
Takeaway
Engagement

Embed your brand into an interactive experience. Encourage people to play games, compete, solve puzzles and move their bodies around as they intake your message. The more they participate, the better.

03
Context

You remember information more when it’s presented within a relevant context.

+Takeaway for Brands
Takeaway
Context

Always consider the environment. Your brand should have a role to play and a reason for showing up. When possible, integrate your message into audience passion points—e.g., sports, music, entertainment and lifestyle.

04
Embeddedness

You have stronger memories of moments where you play a central role.

+Takeaway for Brands
Takeaway
Embeddedness

Strive for moments of real, one-one-one connection with your audience. Make them feel seen and heard. Give them a meaningful way to become part of the story.

We’re endlessly curious about humans.

We’d like to share a few things we’ve learned.

Insights

We’ve got all the tools.

From negotiation to fabrication and everything in between.

Capabilities
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