Good read on using today’s tools for today’s marketing challenges with some cautions included.
Excerpt: Experiential marketing has successfully been used by brands over the past few years to connect with consumers to drive sales and profit. Appealing to a variety of senses, the goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering on both emotional and rational levels.
The role of experiential marketing in branding
Brand is about reputation. It’s what you hear, think and feel about a organization and its product or service–that’s the brand. What’s changed is the role people play in brands