Kenneth Cortsen - The experience economy - TorsdagsforelæSning HandelshøJskolen Århus

Studieopholdsopgave by Kenneth Cortsen MBA & Ms. Sc. in Business Economics The Intersection between Experience Economy & Communication – a branding perspective

[object Object],[object Object],[object Object],What is VTO? videncenter for turisme og oplevelsesindustri

[object Object],[object Object],[object Object],[object Object],videncenter for turisme og oplevelsesindustri Purpose w/lecture

[object Object],[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri A new way of looking at what has been there forever 

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri

[object Object],[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri Consumers see that the products they choose are mirrors for how they see themselves 

The history? videncenter for turisme og oplevelsesindustri

What is it? videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999)

[object Object],[object Object],[object Object],What is it? videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999) (or) Baresso

The progression of economic value videncenter for turisme og oplevelsesindustri Source: Pine & Gilmore (1999)

[object Object],[object Object],Branding as the experience videncenter for turisme og oplevelsesindustri

[object Object],[object Object],[object Object],[object Object],Branding as the experience videncenter for turisme og oplevelsesindustri When branding becomes the experience??????

The broad perspective videncenter for turisme og oplevelsesindustri ,[object Object],[object Object],[object Object],[object Object]

Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object],[object Object],[object Object],[object Object],[object Object]

Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object]

Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object],[object Object]

Ex. Ec. as a strategic parameter videncenter for turisme og oplevelsesindustri ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Fine & expensive chocolates .... Design vs. Chocolate Company?

Key Experiential Providers (ExPros) Visual/Verbal Identity & Signage Co-branding Communications Product Presence Spatial Environments Experience Providers Web Sites & Electronic Media People “ We need a way to create the “strategic experiences” * Tactical Implementation Components

Things happen when people buy  pressure to buy! Flying Fish

Walking inside a MAC computer  can play w/ all products  sell more Effect of popular culture

The Kodak Moment ,[object Object],[object Object]

What is Experience Economy? ,[object Object],Source: Pine & Gilmore (1999)

Engaging World of Sports ,[object Object]

Experience Economy & Viral Marketing ,[object Object],[object Object],[object Object]

Doing business purely based on experiences!

Conclusion videncenter for turisme og oplevelsesindustri Knowledge about experience economy facilitates a platform for progression and drive  Formal knowledge is not enough! Experiences = Platform for making money

Kenneth Cortsen - The experience economy - TorsdagsforelæSning HandelshøJskolen Århus

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