Richard Shotton: Don’t spread yourself thin, focus on what makes your brand memorable

It seems obvious that many of our spending decisions are influenced by the past. Consider how you pick a restaurant. You think about your previous visits: the taste of the food, the charm of the waiter and, of course, the pain of the bill.
However, strictly speaking it’s not the past that shapes our future behaviour but our memory of the past. That might sound like a semantic difference, but it’s not; it’s a fundamental distinction.
This is because our brain doesn’t oper