BRAND FEEL. THE STRATEGY OF SENSATION IN BRAND DEVELOPMENT
BRAND TOUCH: SENSUALITY AND THE IMPLICATIONS OF SENSE IN
THE VIBRATION OF BRANDING

When you think about it, would you describe yourself as a
sensualist? Would you call yourself sybaritic? Do you indulge in
exploring sensation? You’re a…voluptuary, bon viveur,
sense-seeker?

When you contemplate a brand experience, your relationship to
the enterprise, is there something about touch?
––––
As a student of etymology, my journey—from Middle School
Latin–is to look at lexicographical modeling, how words have
histories, layers of content and meaning that reach to their

etymon—“the true meaning of a word,” according to those that
made the word: the Greeks
.

BRAND FEEL. THE STRATEGY OF SENSATION IN BRAND DEVELOPMENT

These can be mapped and built out to a foliage of arrangements
of words and their meanings—as interrelated branches. That
map-making comes back to an earlier brand consulting effort,
walking around word searching programs and App development–a word
cartographic tool that is expansible—one word search leads to
another, which is VT.

It’s a word gardening tool that speaks to those that might
have an affinity for tendrils of information —
entwining paths to more words.

And more.

This word, sense—which speaks to feeling: Latin: sentire, I
was thinking about the nature of sensation and sensuality, the
holistic sensate spiderwebbing of scent, sight, hearing, taste and
touch.

sensation
(n.)

1610s, “a reaction to external stimulation of the sense
organs,” from French sensation (14c.) and directly from Medieval
Latin sensationem (nominative sensatio), from Late Latin sensatus
“endowed with sense, sensible,” from Latin sensus “feeling”
(see sense (n.)). Meaning “state of shock,
surprise, in a community” first recorded 1779.

sybarite
“Those who don’t mind indulging in too much of a good thing are
good candidates for this word, which denotes one devoted to
gratifying sensual pleasures. Their role models were the denizens
of Sybaris, an ancient Greek city in what is now southern
Italy.”

The point to designing experiences will be how wholly you, as
the theorist, designer and strategist for sensate sequencing will
embrace the character of how the
senses
interplay—the sensuality of it all: whole.

BRAND FEEL. THE STRATEGY OF SENSATION IN BRAND DEVELOPMENT

In the past, we’ve written of a metaphor to think about
branding as spherical—with all the senses linking into one
impression set—in the construct of brand
rippling
, the ever-expanding
circular rhythm of awareness,

We’ve thought—in these brand metaphorical meditations—and
written, about
passion and pain
, magic, sentience, and
attention
all as attributes of that layering of experience in
the context of the
spherical nature
of
sensationalism
.

BRAND FEEL. THE STRATEGY OF SENSATION IN BRAND DEVELOPMENT

As we’d noted earlier, to the modeling of sentience and sense
they are inherently two different words in their original
etymon—one, sentience, from the Latin, sentire which is, simply
“to feel.” While the framing of the historical context of
sense, from the Latin, sensus — which, in its most ancient
voicing is “to go” — and in later interpretations, it came to
gather content through the centuries of use, which is:
“perception, feeling, undertaking and
the
quest
for
meaning,”

Ultimately — sense and sentience are two different words, but
they both have the deeper seed [PIE:
sent
] meanings of “feeling.”

If you feel something, you’re going there—you’ll touch it,
because you’re close[r]. And as designers of experiences, it’s
precisely that—we’re going somewhere, that new kingdom of
sensation and journey—and are our audiences coming along for the
ride?

We’ve talked about
that idea —
“going there.”

You’re not here, now—you’re there, someplace new, you’ve
crossed a threshold to a new perception of “place.”

Some people are highly analytical in their relationships to
brands—they think-through pricing, value,
relevance to need, resonance to
holism
.

It’s not emotional—it’s relevant because it serves a use;
it’s dispassionate and remotely committed. But it’s a
start.

A harder sell. A different set of judgement tools.
“I’m not going to be fooled.”

Others move from a scanning analysis to an emotional
connectivity that is almost more psychic to the haunt of
desire—the holistic story is embraceable, but it’s not only
embraced, then engaged, but finally held as a resonant belief.

Others define this as a statute of
neurological—emotive branding
,
we’ve commented
on that premise.

Still, even neurological strategies come back to emotional
captivation.

BRAND FEEL. THE STRATEGY OF SENSATION IN BRAND DEVELOPMENT

This grouping of images, from a GIRVIN
talk
at a conference in British Columbia close the
premise—brand, emotionality, design unthinking—the sensual base
of brand meaning.

BRAND FEEL. THE STRATEGY OF SENSATION IN BRAND DEVELOPMENT
BRAND FEEL. THE STRATEGY OF SENSATION IN BRAND DEVELOPMENT

Think of experience design strategy as an experiencer—your
journey in, to, inside, around and through.

You smell.
You taste.
You hear.
You touch.
You see.
Design like
it.

Tim | G I R V I N |
OseanStudios

––––
Rethinking
Beauty
:
Brand Strategy & Visualization
Girvin BrandJourneys

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