Monday, March 29, 2010

Best Entrepreneurship Quotes, Week 8

“Brands live in companies, express their companies to customers, and are carriers of vision and values.”

Experience marketing expert Max Lenderman, from his book, Experience the Message: How Experiential Marketing is Changing the Brand World

How are brands related to experience marketing? Says Lenderman in the last chapter, “The primacy of the brand in marketing is over. Brand managers are losing control over them to an empowered and proactive consumer base. Instead of a consumer economy in which success is determined in a large part by name, it’s now being determined by performance. The element of product performance is a key component to experiential marketing campaigns today.”

How is your business planning to use experience marketing to attract the attention of jaded consumers and customers?

Interesting example: Click here to read Max's latest blogpost on how Nestlé recently launched 19 new flavours of its Kit Kat chocolate bar in Japan to reflect the food specialities of specific districts. Since each flavour is sold only in the region for which it was created, they have become limited edition collectors' items!

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