'Design you can feel': How to win at experiential branding

"Experiential marketing continues to be one of the key marketing growth channels as brands look to engage with consumers in a real-world tangible way that complements their digital channels. Our lives are now all ridiculously digital, but experiential design offers brands a chance to steal consumer's attention away from their screens in a more disruptive and most importantly, emotionally bonding way."

"While engaging the senses sounds like a no brainer, it is so often overlooked. It is like activating success 'cheat mode' to develop a great experience by creating brand touchpoints that stimulate the often-overlooked senses of sound, taste and smell. I would also add in a very important sixth sense of emotion. Ask yourself 'How is the product meant to make you feel?' Then, design the experience to bring that feeling to life."

Experiential marketing leverages real-world, tangible brand experiences to capture consumer attention and foster emotional bonds that digital content often fails to produce. Physical experiences immerse audiences in brand narratives, stimulating senses such as sight, sound, taste and smell to create memorable touchpoints. Emotional response functions as the primary KPI because feelings create deeper loyalty and recall. Design should prioritize sensory engagement and explicitly evoke how the product should make consumers feel. Creative teams must reinterpret brand messaging through the consumer's perspective, reshaping mandatory brand elements into exciting, coherent journeys rather than applying prescriptive lists verbatim.

Read at Creative Bloq