Tactic or Strategy? The Role of Brand Experience

Hugh Robertson

While debate rages around experiential marketing's legitimacy as a strategic discipline, a growing number of practitioners continue to capture a greater share of marketing spend. Of particular note is the increasing proportion of that spend earmarked for brand strategy, as brand experience continues to prove its value beyond the realms of fmcg sampling. As it matures and develops robust planning and evaluation tools, experiential marketing is already demonstrating it can play a decisive and influential strategic role. But how has it engineered this transformation from buzzword to legitimate strategic discipline? Where has it come from, and with its future now secure under the stewardship of a few specialist players, can it ever gain universal acceptance from stalwart traditionalists?