We’ve spent a decade arguing over digital versus physical, but the brands winning right now are the ones who make people feel something real.

We’re living in the era of experience, but most brands are still acting like we’re shopping in 2012. Experience is the new currency. Not content. Not touchpoints. Not even community. Experience.

These are the brands currently taking my money and my attention. Three very different worlds, one shared effect: they make me feel something the second I step into their universe. Here’s why Damson Madder, SENIQ, and KEEN have me completely hooked right now.