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.
The article, from the Harvard Business Review, shares three reasons why brand homes deliver strong ROI. It goes on to describe the seven principles for creating a winning brand home experience.
Related Article:
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.
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