Experience branding wheel

Bernd H. Schmitt

The experience branding wheel represents the five basic customer experiences: sense (providing pleasure by sight, sound, touch, taste and smell), feel (an emotional connection with a brand), think (a brand that appeals to intellect via surprise, intrigue or provocation), act (a physical, often social, experience) and relate (moving beyond an experience to relating to consumers ideals and goals).

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.

  1. 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.

  2. 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...

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