As antithetical as it may seem in a hyper-digital word, experience--how we interact in the physical world--is the biggest buzzword in marketing today.
When I say "experience," what I mean is interactions with the physical world. Moving to pick up a hot mug of coffee, the smooth, hot ceramic in your hands, smiling--these concrete happenings are experience. They seem mundane to you, because they are so common ... but because of the way these experiences work on your brain, they can be immensely powerful.
What we have learned over the last two decades is that these everyday interactions with the physical world are a kind of source code for your brain.
Via Pauline de Robert, Katherine Stevens