Experiential Marketing: A New Framework for Design and Communications

Abstract

IN BERND SCHMITT'S conception of branding, consumers buy experiences rather than products or services. Thus, like many corporate executives, Schmitt asks: How can these experiences be managed? He articulates five distinct experience “modules,” followed by a review of strategies for analyzing the balance among those modules. It's a holistic view of marketing that integrates a broad spectrum of design elements to communicate with customers and influence their loyalty and purchase decisions.