Darrel K. Rhea, CEO of design research outfit Cheskin outlines five levels of brand experience:
- Economic Experience
- Functional Experience
- Emotional Experience
- Status or Identity Experience
- Meaningful experience
Rhea describes how the highest level, meaning, actually reinforces our sense of reality and helps shape who we are (a tall order for a brand). Rhea's recipe for creating meaning? Align yourself with one or more of 15 universal types of meaning he's identified for internatinal brands: Oneness, brotherhood, beauty, truth, wonder, accomplishment, security, freedom, justice, love, duty, and wisdom..
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