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Brand experience

Brand Experience

Customers experience a brand in four ways at once.

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Visualization
Behavioral
Sensory
Emotional
Intellectual
What it is

Brakus, Schmitt, Zarantonello: brand experience has four interlocking dimensions.

When to use it

When designing touchpoints, retail, events or digital products.

How to apply

Score every touchpoint across all four dimensions.

Related frameworks

Basics
Set A
Set B
Overlap

Venn diagram

Show similarities and differences between two or more sets.

Strategy
Company
Customer
Competitors

3C Model

Strategy lives where company, customer and competitors meet.

Brand experience
1
Company
2
Employees
3
Customers

Service Branding Triangle

A service brand lives in three relationships — sustain all three.

✺All 100+ frameworks in one PDF cheatsheet.
About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.