Aligning brand and experience strategy

We experience the world through what we notice, how we feel, and what we remember. Yet most organizations still focus on products instead of the experiences those products create. Mat Duerden has spent his career studying how experiences work, why they matter, and what turns an ordinary moment into something meaningful or even transformative. In this episode, Dart and Mat discuss what makes an experience meaningful and how reflection deepens its impact. They look at how organizations can build experience playbooks that bring brand, culture, and design together into one coherent story.

Mat Duerden is the Department Chair of Experience Design and Management at the Marriott School of Business at Brigham Young University. He is the co-author of Designing Experiences and a researcher focused on how experiences become memorable, meaningful, and transformative.

In this episode, Dart and Mat discuss:
- Why attention drives every experience
- What makes experiences memorable, meaningful, or transformative?
- What designers of work can learn from studying leisure
- How core design principles travel across contexts
- Why experiences should be orchestrated, not staged.
- How hardship can make experiences more powerful
- How shared experiences build connection
- What Bach and river rafting have in common
- How telling the story helps learning stick
- And other topics…

Mat Duerden is the Department Chair of the Experience Design and Management program at the Marriott School of Business at Brigham Young University. His research examines how experiences become memorable, meaningful, and transformative, with a focus on reflection, storytelling, and attention.

He is the co-author of Designing Experiences, written with Bob Rossman, and teaches experience design across business, education, and leisure contexts. Prior to academia, Mat worked extensively in outdoor recreation and youth development, shaping his interest in how shared experiences create connection.

Resources Mentioned:
Designing Experiences, by Mat Duerden & Bob Rossman: https://www.amazon.com/Designing-Experiences-Columbia-Business-Publishing/dp/0231191685
Nicomachean Ethics, by Aristotle: https://www.amazon.com/Nicomachean-Ethics-Penguin-Classics/dp/0140449493
Experience Economy, by Joe Pine & James Gilmore: https://www.amazon.com/Experience-Economy-Updated-Joseph-Pine/dp/1422161978

Connect with Mat:
Faculty Page: https://marriott.byu.edu/directory/details?id=5773
LinkedIn: https://www.linkedin.com/in/mat-duerden-8740969/

Work with Dart:
Dart is the CEO and co-founder of the work design firm 11fold. Build work that makes employees feel alive, connected to their work, and focused on what’s most important to the business. Book a call at 11fold.com.