The Total Brand Experience as Mainstream Communication

Discusses `brand experience', new ways to get people to pay attention to brands and communications. The key is to engage the brain by putting the brand in an unexpected context (usually some sort of event).

The Total Brand Experience as Mainstream Communication

Brands can create their own context for a closer customer relationship

Mark BrownThe Marketing Store

It will come as no surprise to most people that the world of communications is changing. Media fragmentation is one thing, but then there is the proliferation of commercial messages which, depending on which source you prefer, means that we are being exposed to anything between 1,000 per week and 1,300 per day. We are being overwhelmed with choice: the average supermarket now carries 30,000 skus compared with 500 in the 1950s. Then there is technology, mobile...

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