The Outlook, the Lookout and Looking Out
And looking in, to Brand Experience Design.
As designers, we’re looking in,
and
looking out.
And in our experience with brand management, it’s never, alone, only the looking in — the insights of inner seeing. But too, it’s the looking out, watching the movements of a brand experience in the context of guest and customer perception, relationships and community insights.
To be a lookout — you have to be in there, inside the brand, walking the halls, connecting with customers and guests live — eye to eye, body to body, touch on touch, to truly sense what the stance of the brand is. Stance is stand — which is the heart of “understanding” — as we’ve referenced, the “standing between,” the inner standing.
You can’t be a brand designer of record if you’re not inside, let alone, inner standing the nature of what unfolds in the strategy of experience. Walking the talk, you’re inside — which is “insight-full.” Asking the right questions in the quest for the beautiful answer, you’ll know more, be-cause you’re t[here.]
Why are you here?
What’s important here?
When you say this, “we care,”
you mean — what?
In 40 years of exploring brand, culture and the interlacement of people, I realize that sentiment [and sentience] of care. Both of these words come from sentire, the Latin verb “to feel.” You can’t truly feel the soul of a brand place if you’re not there. Everything points to the truth of what’s being told.
When people say, in their brand worlds, that they care, how strong is that feeling?
“What, really, do they care about?”
“How real is that,
how deeply is that
sentiment layered into culture
and humanity?”
Good questions to ask, and to observe and care about, in the study of their answers.
To then apply that thinking to the nature of brand sentience, as sentinel — as sentry — each of these words relates to feeling — and in studying the brand as a person on the inside, or the outside, the greater perception will arise from holistic
feeling.
As lookout, as sentinel, you’ll be inside, watching the movements to and from the gates of the brand, which in the nature of protection, feelingness, intuition, instinct and insight play through to a deeper examination of
everything
that
relates to, carries along, a brand.
And as we all know to relate, from the Latin relatus, means “to carry, to pass along, to relate — as in a story” which is inherently how humans align with life movement and translation of experience.
The journey,
to looking out,
invariably comes back to that — “what’s the story, who’s telling it, how’s it told, what’s it feel like, and who cares to listen?”
And in the embodiment of influence and flow, that riverine movement of life’s journey will be about the flowing-in of receptive listeners,
and their entrancement and embracement of that experience.
TIM | GIRVIN PIKE PLACE STUDIOS
….
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