Changing the Marcom Mindset (part IV) – Pleasure and Meaning

January 19, 2010

The second requirement of an extraordinary experience is the intensity of pleasure and meaning it provides. Pleasure is a state that is more about a sensation or feeling – something that is usually short-lived. Meaning is more about intellect and understanding – something that’s long lasting.

The lists below contain examples of both. The ‘meaning list’ is mostly borrowed from a presentation by Shedroff.

Intensity matters

Extraordinary experiences provide a high intensity of pleasure, meaning, or both. Brands need to think about what kind of pleasure or meaning they’re trying to evoke and find ways to dial up their intensity.

Next time: The Nuances of Experiences

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