Experiential brand homes fully immerse consumers in the brand. They might pop up temporarily, or be stationary, like The Heineken Experience in Amsterdam, a top attraction, or The World of Coca-Cola in Atlanta.
This author talks about a handful of these brand homes like the Guiness Storehouse, which has been a big success for Diageo and why and how they can be successful.
Event & Experiential Special Report:
Chief Marketer explores why marketers are no longer content with reaching customers and prospects at an event, but are now trying to engulf them in an experience.