As humans we are constantly defining and redefining our world in accordance with a myriad number of experiential criteria ranging from the physical to the psychological. Marketing strategists have long since recognized the potential should they be able to harness this power. Considerable resources are allocated each year by brands to experiential components from the physical layout of a brick and mortar store to the nuance of a logo color palette.

In his latest book, “X:The Experience When Business Meets Design”, bestselling author Brian Solis argues that the advent of the “always on” world means that customer experience is now 100% of your brand. Brands that want to survive in the future of business must place the creation and cultivation of meaningful experiences at the forefront of their strategy.