Tactic or strategy? The role of brand experience

Hugh Robertson, founder and managing partner of experiential marketing agency, RPM, debates the development of brand experience marketing from a tactical add-on to a key element of brand strategy.

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...