Proof of brand is in experience

It’s hardly surprising the “experience economy” has been slow to appear, if we are to accept the John Shannon’s interpretation (“Experiencing a ‘stickier’ brand”, MW July 13). While he identified exciting manifestations of brand experiences, his view is too narrow.

Memorable experiences don’t have to mean significant investment in permanent installations. It’s about painting a convincing brand landscape, and communicating with people at a sensory and emotional level within that landscape. This can be delivered on any scale, in any environment and for any product or service.

Consumers dictated this change, Joseph Pine and James Gilmore committed it to paper. Brands can no longer rely only on their claims – consumers increasingly demand proof through physical and conversational interaction.

Ross Urquhart

Managing director

RPM Live Communications

Hampton

Middlesex

Knowledge Bank

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