Argues that marketing and branding, in concentrating on the delivery of emotional satisfaction over and above mere functionality (the total `brand experience'), has perhaps lost contact with what goes on in the marketplace.
A Funny Thing Happened on the Way to the Forum ...
The catalyst for this article was a shopping spree. A
familiar surge of 'oh goody' greed had begun, pleasurably and predictably. It is
well known that this feeling disappears...