Exploiting the Brand Experience
John Ingall, Archibald Ingall Stretton
What did you do at the weekend? Did you go up to Nike Town on Saturday? Spend Sunday wandering around Ikea? Or perhaps you took the kids to Legoland?
Today, brand communication goes far beyond the three-minute advertising break during Coronation Street. It has, in some cases, been transformed into a cultural experience.
THEATRE AND ENTERTAINMENT
The three examples above are all manufacturers who have created a sense of theatre and entertainment around their basic product sportswear, furniture and toy bricks.
More recently, drinks brand Bacardi...