This document discusses experience marketing as a new trend that goes beyond simply labeling products and services. It argues that experience marketing provides customers with direct sensory, emotional, and psychological engagement with a brand through authentic and interactive experiences. These experiences are crafted according to key principles like authenticity, customer centricity, and creating ego-satisfying stories that immerse customers intimately in a brand.

1. experienceeconomy

2. experience as new trend

3. cutthrough the clutter

4. more than a label

5. Experience Marketing provides a microcosm of how life with an excellent brand can be. This microcosm derives its energy and impact from the immediacy of a direct appeal to the senses, emotions, and psychological requirements as well as the enduring need of individuals for human, not virtual, experience.

6. Key principles of a well-crafted brand experience include the following: Authenticity Customercentricity Brand personification Interactivity Immersion Ego-satisfyingstories Sustainability Intimacy Measurement