Brand world building

Member lesson

Materials and smell

Lesson 8 of 11 in Brand world building.

Lesson

Physical brands have senses available that screens do not. The weight of a jar, the texture of a paper, the sound a closure makes, the smell of a shop. All of them are read before anybody consciously evaluates anything.

An ink drawing of a woman inside a shop with her eyes closed, weighing a heavy stoneware jar in her palm as a curl of scent drifts from a bowl of dried herbs on the counter.
Weight and smell tell her where she is before she opens her eyes.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “Consistent use of specific materials across everything physical.”

    • Material identity
    • Invented geography
    • Provenance claim
    • Origin story
  2. Question 2, locked

    Which of these words means this? “How something feels in the hand. Read before anything is thought.”

    • Surface dressing
    • Haptics
    • Depth
    • Consistency of invention
  3. Question 3, locked

    Which of these words means this? “A consistent smell in spaces or on products.”

    • Contradiction
    • Scent branding
    • Collapse
    • Co-option

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