Discuss the key findings of the article and critically reflect on the MSS approach. What could be possible practical applications in tourism? Where do you see major limitations?

Apply the MSS technique to a tourism or service brand of your choice. Either use materials suggested in the MSS toolkit or at hand and physically create your own sculpture representing the respective brand. Hereafter (to simplify the process), present your sculpture digitally (format of your choice) and talk or write about your brand associations, knowledge and motivation.