Discordancy + Creating Memories
Discordancy + Creating Memories
How to Start Navigating Fluid Consumer Identities + Discordancy, The Magic of Tension
In this post:
Consumorphosis: Designing for Engagement
The Critical Component of An Experience: Memory
The Role of Memory in Borrowing Brands
Discordancy: Brands Can Tap into Fluid Identities to Create Lasting Impact
The Magic of Tension in Experiences
Use Behavioral Science to Simplify User Experience
Unthinking Brand Strategy in the Age of Momentary Decision-Making
Mental Availability
Hi Friends! Last time out, I promised to dive into the impact of Consumorphosis on CX and branding. Keep the questions coming!
Consumorphosis: Part 2
Designing for Engagement in the Age of Consumorphosis
Creating a customer experience (CX) is not just about functional touchpoints.
It's about understanding the deeper, more psychological processes behind how consumers perceive, engage with, and—critically—remember your brand. Now, with Consumorphosis, where consumer behaviour and identity are fluid, ever-changing, and driven by context, the key to brand success lies not only in providing experiences but also in ensuring that the right experiences are remembered for the moment, for the situation.
The challenge? Consumers don’t remember every interaction they have with a brand.
Most experiences are fleeting and discarded shortly after they pass. Only a few are emotionally significant enough to stay with us, forming the memories that shape our current and future choices.
Let’s explore how memory, fluid identities, and brand engagement intersect in this new world of Consumorphosis.
The New Era of Fluid Consumer Identity
We used to have consumers figured out. Customers were loyal and predictable, building long-term relationships with us or sticking to their favourite toothpaste, smartphone, or car year after year. But something fundamental has shifted.
Today, consumers are no longer bound by long-term brand loyalty; they are loyal to themselves and their ever-evolving identities.
This shift is what I call Consumorphosis—where consumer behaviour is as fluid and dynamic as a butterfly's flight path. It explains how consumers use brands as tools for identity expression, borrowing brands for different moments in their lives based on their immediate needs, moods, or social contexts.
It’s no longer about long-term allegiance to a single brand; it’s about using brands as a resource to paint the ever-changing canvas of their identity.
Memory: The Critical Component of An Experience
It’s crucial to understand the importance of memory in shaping customer experiences.
As psychologist Daniel Kahneman explained, we perceive the world through two selves: the Experiencing Self and the Remembering Self.
The Experiencing Self is constantly living in the present, processing a continuous stream of moments—drinking coffee, browsing a website, talking to a customer service representative. But these moments are fleeting; they pass without leaving much of a trace.
In contrast, the Remembering Self builds the narrative of our lives. The Remembering Self doesn’t catalogue every moment but instead selects the ones that are emotionally significant enough to store in long-term memory. These memories shape our perception of the past, and they certainly influence our future decisions.
So when it comes to CX, it’s not enough to focus on creating countless pleasant interactions—only memorable experiences count.
Here’s the critical insight: Consumers don’t choose between products or brands. They choose between memories of experiences.
When faced with a decision—whether to stay loyal to a brand or try something new—what comes to mind is not the actual series of interactions they had with the brand but the emotional memory that stands out. In essence, we can say memories are the currency of customer loyalty.
How Experiences Are Forgotten or Remembered
The vast majority of interactions and experiences that consumers have with brands are forgotten almost as soon as they happen. Why? Because they don’t trigger any significant emotional response. Making an online purchase, checking out at a grocery store, or calling a customer service line—all important from a functional standpoint—rarely leaves a lasting impression unless something goes spectacularly right or wrong.
However, when an experience is emotionally charged—whether through joy, surprise, relief, achievement, or even frustration—it triggers the brain’s limbic system, which is responsible for emotional processing and is stored in long-term memory. This is why memory is such a critical component of CX.
Only those experiences that stick in a consumer’s memory have the potential to shape future behaviour, build loyalty, and create long-term engagement.
Four Types of Value: Creating Memorable Experiences
Joseph Pine’s Experience Economy framework is an excellent lens through which we can understand how brands can create experiences. He identifies four levels of value that brands deliver: Commodities, Goods, Services, and Experiences. While commodities, goods, and services fulfil functional needs, experiences leave emotional imprints and create lasting memories.
Commodities are necessities we often take for granted, such as getting a mobile signal or buying a loaf of bread. They don’t typically create memories unless something goes wrong.
Goods: Products like smartphones, clothing, or electronics. These might meet consumer needs, but they don’t necessarily create an emotional memory unless the product is tied to a significant experience.
Services: Interactions like customer support or delivery services, which are essential for building trust but aren’t typically remembered unless they evoke strong emotions.
Experiences: These moments stick in memory, and they represent the highest level of value. Whether it’s a luxurious stay at a five-star hotel or the unboxing of a new Apple product, experiences that evoke emotion and engage multiple senses are the ones consumers remember and choose between in the future.
In the context of Consumorphosis, Pine’s framework helps us understand that to remain top of mind and relevant to consumers, brands must consistently create emotionally engaging experiences that stand out in memory. A good product or service often isn’t enough today; we must focus on creating experiences that resonate emotionally and linger in our consumer’s memory.
Consumorphosis and the Fluidity of Consumer Identity
Now that we understand the importance of memory in shaping experience, let’s return to the concept of consumorphosis and the fluid, ever-changing nature of consumer identity.
Today’s consumers are not static. Their identities shift depending on their environment, their emotional state, and their social context.
In this sense, brands are no longer something consumers are loyal to—they are something consumers borrow when it fits the moment.
For example, a consumer might usually identify as a health-conscious minimalist and choose eco-friendly brands like Allbirds or Patagonia in their everyday life. But when preparing for a high-profile social event, that same consumer might "borrow" a different identity and opt for luxury brands like Gucci or Louis Vuitton, expressing a more fashion-forward, status-conscious version of themselves.
This fluidity defines the Butterfly Consumer—someone who flits between different identities and brand choices depending on the situation. Consumers are no longer tethered to long-term brand relationships; they shift their preferences based on context, emotion, and immediate needs.
This means that brands must adapt quickly to be at the top of consumers' minds when they decide to "borrow" them for a particular moment.
The Role of Memory in Consumers Borrowing Brands
Here’s where the power of memory comes into play in Consumorphosis. Because consumers constantly shift between different identities, they are unlikely to remain loyal to a brand unless that brand has left a strong emotional memory. When a consumer is in a particular moment—say, choosing a vacation airline or selecting an outfit for a party—they don’t evaluate all their past brand interactions. Instead, they rely on the emotional memories that stand out.
If a brand has successfully created a memorable experience in the past, the consumer is far more likely to borrow that brand for their current need. If not, the brand fades into the background, forgotten along with all the noise of other unremarkable interactions.
Situationships: Temporary Brand Engagement in a Fluid World
One of the most exciting phenomena in Consumerphosis is the rise of "situationships" between consumers and brands. Unlike the long-term relationships of the past, where consumers were loyal to a single brand for years, situationships are short-term, context-driven engagements in which consumers borrow a brand for a specific purpose or moment.
For instance, a frequent solo traveller might prefer Virgin Airways for business trips, drawn to the airline’s innovation and eco-friendly practices. However, when travelling with family, that same consumer might shift to a more luxurious airline like Singapore Airlines to offer their loved ones comfort and premium service. In this situation, the consumer borrows the brand that fits their current identity and needs.
Creating Memories That Drive Engagement
So how can brands ensure they are remembered in the fluid landscape of Consumorphosis? It’s all about designing experiences that evoke emotion, trigger long-term memory, and align with consumer’s shifting identities.
We can start by doing three key things:
Create Emotionally Engaging Experiences: The way to create a memory is to evoke emotion. Whether through delight, surprise, empathy, achievement, learning or other means, we need to tap into the emotional centres of the consumer’s brain to ensure the experience is remembered.
Be Top of Mind in Key Moments: Consumers reach out to brands that have created lasting memories. So, we must ensure we are present and relevant when the consumer’s identity shifts to a moment where they want to borrow from us.
Design for Fluidity: Finally, we need to embrace the fluid nature of consumer identity. By recognising that consumers will borrow from us based on their context, we can tailor experiences to fit different aspects of a consumer’s life, ensuring they are adaptable and versatile in various situations.
Summary: The Future of CX in a World of Consumorphosis
In the age of Consumorphosis, consumers are no longer defined by their loyalty to brands but by their loyalty to their ever-changing identities.
For success, we must design experiences that not only meet functional needs but also create emotionally engaging memories that stick with consumers and keep the brand at the top of their minds during crucial moments.
Remember, consumers aren’t choosing between products, services, or even brands. They are choosing between memories. And it’s those memories that will determine whether they borrow your brand for their next moment of transformation.
My Introduction to Consumorphosis is here.
New Moment, New Me, New Brand article is here.
The Power of Discordancy:
How Brands Can Tap into Fluid Identities and Create Lasting Impact
In an era where online experiences have become so streamlined and predictable, they often fail to create those magical, memorable moments that truly connect with us.
Instead of standing out, many brands blur into the background, delivering safe and smooth experiences that lack emotional depth or resonance.
While seamlessness has its place, it also risks making brands forgettable. What’s needed is something more—something that breaks the mould and taps into the shifting nature of consumer identity in a way that surprises, challenges, and engages.
This is where discordancy comes into play: the deliberate creation of tension, friction, or contrast that disrupts the ordinary, grabs attention and resonates with consumers' fluid and ever-evolving nature.
In a world where so much has become ignorable, we notice and remember things that stand out, defy expectations and create moments of emotional friction. And it is in these moments—where surprise meets personal relevance—that the most powerful connections are formed.
New Brands and Disruptive Experiences
While many brands continue to play it safe, new brands often break the mould with a fresh and sometimes bizarre individuality.
These newcomers to the market understand that standing out is essential in a crowded, noisy world, and they aren't afraid to create moments of tension or discordancy to grab attention. Think of the Glossier experience, whose minimalist, millennial-pink packaging and focus on community-driven beauty disrupted the traditionally glossy, high-glam beauty industry. Or think of the Oatly experience, using bold, irreverent marketing campaigns to challenge the dairy industry while creating an emotional connection with environmentally conscious consumers. Both brands offer more than just products—they offer a new way of seeing the world, one that resonates with the shifting values and identities of their audiences.
But discordancy isn't reserved for new brands alone. Established brands can and should explore these themes to remain relevant and engaging. Take Nike, for example, whose "Dream Crazy" campaign featuring Colin Kaepernick ignited controversy and sparked strong emotions yet ultimately resonated deeply with their core audience by aligning with values of courage and social justice. By creating a moment of cultural discordancy, Nike didn’t just reflect the identity of its consumers—it challenged and shaped it, pushing them to stand up for what they believe in.
The Role of Discordancy in Building Identity
Identity isn’t static; it's in constant motion, shaped by our experiences, interactions, and the cultural forces around us. Consumers today ask themselves: "Which brands recognize and reflect the fluid, multifaceted me?" "Who will introduce me to a new world, a new version of myself?" Brands that tap into this fluidity and create new possibilities for identity expression are the ones that consumers gravitate toward. These consumers, in turn, lead in brand polygamy, constantly exploring alternatives that align with their evolving sense of self.
By introducing discordancy into their brand strategy, companies can create moments that provoke thought, drive strong emotions, challenge consumers to see themselves differently or meet consumers who see themselves differently. This form of tension keeps consumers engaged, breaking the monotony of bland interactions. More than that, it creates opportunities for innovation, prompting consumers to reconsider their assumptions and embrace new possibilities.
What Does Discordancy Achieve?
At its core, discordancy is about creating emotional friction—a lack of harmony that disrupts the status quo and sparks curiosity. It’s the reason we’re drawn to unexpected things, things that don’t fit neatly into the boxes we’ve created for them. In branding, this emotional friction serves several critical functions:
Provocation: Discordancy provokes thought, making consumers question their assumptions or see the world from a new perspective. It challenges them to think or feel more deeply, creating a more meaningful connection with the brand.
Surprise and Wonder: In a world where much is predictable, discordancy introduces the element of surprise, breaking up the monotony and creating moments of wonder. This engagement is essential to making any lasting impression.
Innovation: Brands can foster innovation by embracing discordancy, encouraging consumers to see things differently or reframe their identities in a new light.
Emotional Depth: Discordancy enhances emotional tension, which, when resolved or understood, leads to a sense of satisfaction and connection. It's this emotional journey—moving from tension to resolution—that creates memorable, lasting impressions.
The Magic of Tension in Branding
No one connects with perfection. Why? Because it’s not human.
What resonates more deeply with us is often the imperfect, the unexpected, the real.
Brands that embrace this human element—through storytelling that includes tension, discordancy, and contrast—become more relatable and engaging. The best brands today don’t just reflect who we are; they introduce a layer of creative tension that challenges us, inspires us, and keeps us coming back for more.
Discordancy is not about chaos for its own sake but creating purposeful moments of emotional friction that lead to a deeper connection. Consider the storytelling behind Apple's iconic “Think Different” campaign, which celebrated misfits, rebels, and visionaries—individuals who disrupted societal norms and challenged conventional thinking. Apple didn’t just position itself as a brand of sleek technology; it aligned itself with those who break the rules, fostering a sense of rebellion and individuality that resonated deeply with creative minds.
Examples of Brands Embracing Discordancy
Gucci: In recent years, Gucci has reinvented itself by embracing discordancy in its designs and campaigns. By juxtaposing eclectic, sometimes bizarre imagery with high fashion, Gucci challenges traditional notions of luxury and creates tension that appeals to a younger, edgier audience. The brand's deliberate use of clashing patterns, bold colours, and non-conventional models has made it stand out in a way that feels fresh, provocative, and deeply human.
Patagonia: While many outdoor brands emphasize adventure and exploration, Patagonia adds a layer of discordancy by centering its brand around activism and environmental stewardship. Patagonia’s campaigns, such as "Don't Buy This Jacket," directly challenge consumerism and encourage buyers to reconsider their relationship with material goods. This tension between consumerism and sustainability has helped Patagonia carve out a unique identity that resonates with environmentally conscious consumers.
IKEA: Known for affordable, functional furniture, IKEA introduced discordancy by releasing its “Trash Collection,” which is made entirely from recycled materials. This move challenged perceptions of low-cost furniture by connecting with sustainability-driven consumers and encouraging them to rethink waste and consumption. IKEA’s ability to disrupt expectations while staying true to its core values of affordability and simplicity creates emotional engagement and innovation.
Early Majority exemplifies a brand that not only aligns with the shifting identities of modern consumers but also adapts to the various contexts in which they live. Their clothing designs are intentionally versatile, allowing consumers to use their pieces across different settings—whether it's a city commute, outdoor adventure, or casual weekend wear. By creating multifunctional, adaptable gear, Early Majority enables consumers to seamlessly integrate their values of sustainability and utility into every aspect of their lives.
This flexibility aligns with the fluidity of modern identity, where consumers don’t want separate wardrobes for every facet of their lives; they want pieces that move effortlessly with them. Coupled with their subscription model and "club" concept, Early Majority creates a cohesive experience where clothing becomes more than just attire—it becomes an extension of the consumer’s ever-changing, dynamic lifestyle, all while fostering a deeper connection to purpose and community.
How Brands Can Create Tension and Break Through
Challenge Expectations: Create moments that don’t fit into the expected narrative. Whether through bold design choices, controversial campaigns, or unexpected product features, brands must find ways to challenge consumers’ assumptions and provoke emotional engagement.
Introduce Friction: Instead of striving for perfect, seamless experiences, consider how introducing friction can create more meaningful connections. Friction makes things stand out and gives consumers something to remember.
Build Emotional Depth: Use discordancy to create stories with emotional arcs, moving from tension to resolution. By taking consumers through contrasting emotions, you can make a lasting impact that resonates long after the experience.
Encourage Self-Guided Exploration: In a world where algorithms drive most of our decisions, offering consumers the chance to guide their own experiences can be a powerful way to create discordancy. Brands that encourage exploration, randomness, and personal discovery allow consumers to break free from pre-set paths and discover something new about themselves.
Create Personal Resonance: The best brands don’t just reflect identity—they shape it. By tapping into the tension between consumers, who they are, and who they want to become, brands can create meaningful and lasting moments of personal discovery.
Conclusion: The Future of Brand Identity is Tension
In a world where consumer identities are constantly in motion, embracing the power of discordancy can make you stand out.
By creating moments of tension, friction, and emotional depth, you can break through the noise and connect with consumers on a deeper, more personal level. To succeed, reflect your consumers' fluid identities and challenge, inspire, and engage them—ultimately becoming a part of their evolving narrative.
In this fluid landscape, discordancy is not something to avoid—it’s something to embrace. It’s the spark that ignites innovation, the friction that creates connection, and the tension that makes brands unforgettable.
Thanks for reading me! Comments welcome!