Sense in ‘The Power of Belonging’

The relationship between the Senses and Belonging is quite simple:

The same part of you, speaking in a literal sense, that registers perception i.e. those Emotional centers which are touched directly by the apparatus of your senses, are the very same parts of you that feel a Sense of belonging—that is to say, the parts of you that form or develop attachments

Think of that certain smell that whips you immediately back in time to your grandmother’s kitchen when you were a child. The feeling of belonging induced by that profound association, of something so simple as the sight, sounds, and above all the smells of a beloved woman baking, can be powerful enough to make a grown man weep

When a company finds a way to make a Brand BELONG to Emotional or Functional needs of its target audience, it is doing something powerful, purposeful, primal, and above all, making it Relevant and Relate-able. It is finding those centers of its audience’s minds that have been formed by their Sensory Experiences through the years, finding the zones of positive feelings and pleasant memories, and in a state of respect for those feelings and associations, finding a place to live in that hallowed ground. That’s a place where your Product simply cannot take up residence unless it moves in through the window of the Senses, and unless you, whose responsibility is to Design and Brand the Product, have as much of a sense of and respect for the thoughts and perceptions of your prospective customers as you do for your own

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s