People engage most with brands that impact their lived experience.
Lived experience is embedded, embodied, and enacted.
Embodied
Our thoughts and emotions start with our physical experiences – through our senses. The combination of what we see, hear, smell, taste, and feel distinguishes one experience from another.
Embedded
We shape the world and then the world shapes us. We live in a physical environment (built or natural).
Enacted
We make sense of the world through our interaction with it. We think and feel through language, objects, spaces, content, dialogue, etc.