Wow! eBook
Experience the Message: How Experiential Marketing Is Changing the Brand World
Author(s): Max Lenderman (Author)
- Publisher: Basic Books
- Publication Date: December 8, 2006
- Edition: 1st
- Language: English
- Print length: 336 pages
- ISBN-10: 0786718838
- ISBN-13: 9780786718832
Book Description
Experience the Message is an exciting guide to today’s revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer’s highly cluttered radar screen. This book reveals how today’s companies can use credible voices and sensory experiences to bring the brand — its essence and its benefits — to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand.
Editorial Reviews
About the Author
Max Lenderman is Creative Director of GMR Marketing, one of America’s top sales promotion agencies. He has led successful experiential marketing campaigns for Tommy Hilfiger, Procter & Gamble, Unilever, The Bay, Alliance Atlantis, Absolut, DaimlerChrysler, and NASCAR Canada. Lenderman is a founding member of the International Experiential Marketing Association (IXMA), and writes frequently on marketing and business-related issues for Strategy magazine, and in his blog www.experiencethemessage.com. He lives in Chicago.
