Experience branding wheel
Bernd H. Schmitt
The experience branding wheel represents the five basic customer experiences: sense, feel, think, act, and relate. Knowledge of these experiences can be applied to differentiate and strengthen brands.
Sense: Sense branding appeals to the five senses: sight, sound, touch, taste, and smell. Providing aesthetic pleasure or excitement to customers, sense branding can create powerful experiences that differentiate a brand, motivate consumers, and convey the brand's value.
Feel:Feel branding appeals to customers' inner feelings and emotions, with the objective of creating affective experiences that range from mildly positive moods to strong emotions of...