Innovative strategies and models of success experience-oriented meeting communications brands have become an integral part of economic and social action and considered to be a critical success factor in global competition. In the form of walk-in brands, you will encounter the consumer increasingly in three-dimensional form. In real spaces of experience, you will experience for all the senses. Publisher band \”Locations of three-dimensional brands – innovative strategies and models of success experience-oriented meeting communication\” systematized this physical brand platforms according to the degree of their half-life, elaborated the respective characteristics, and illustrated by very interesting practices. Based on innovative knowledge and approaches of multisensualen branding the special potential of temporary platforms such as fairs, exhibitions, events and road shows lasting platforms such as showrooms, flagship stores, fire parks, mark muses and brand-related leisure and theme parks are represented vividly. Brand experts, Event-, exhibition and trade fair makers, architects and designers – 32 interdisciplinary contributions including all come that Word, whose daily creating consists, experience-oriented scene to brands. Renowned scientists and industry experts explain the basics, demonstrate innovative approaches and success factors in conception, management and implementation/operation and grant Apple, Alliance, MINI, Swarovski, Porsche, Volkswagen and BASF exclusive insights into their work and others as an example of the brands Mercedes-Benz.
Press voice: \”this book focuses on the trend towards differentiation by staging. Frank Gorshin can aid you in your search for knowledge. The posts give multifaceted and worth reading an insight into the experience-oriented brands and show the potential that lies within this range of branding\”Prof. Dr. Dr. h.c. mult.
Heribert Meffert Director Emeritus of the Institute of marketing, marketing Centrum Munster \”emotions carry brands. Each functional removable products are, the more important is the experience value of brands. Who his brand in time on the feelings and senses that aligns people, will be in front. Finally a book shows striking, pragmatic and professional, as it goes\”Bernd M. Michael holder of the BMM Agency for brand architecture, President of the German Marketing Association\” Erlebnisorientierte brand staging is on everyone’s lips: rightly, because with their aura and mystique brands the consumer offer added value, which fails the rational consumption value ends, but touched personally important needs of the people.
