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If experiential marketing is to be more than just another fad, we need to make it real and tangible
I am a true believer that experience management and experience brands are the next logical stage in the evolution of differentiation practice. But I predict many firms-especially those adopting it more out of desperation than inspiration or innovation-will be sorely disappointed at the results.
It won't be because the idea was faulty. It will be because they proceed with an incomplete sense of why experience matters or what it really means for marketing. These firms will tend to create experiences no one really wants to buy, or they'll conceive meaningful experiences without realizing the operational implications of delivering on the promises to customers. If either happens enough times, experience-based marketing will become just another "messiah solution" that failed to deliver. And that would be a shame.
Why experience matters
Experience is an instrument of differentiation. It's popular because as product and service technologies mature and become well-diffused throughout an industry, differentiation on "what" you do becomes not only harder to achieve...