By: Fernando Velasco
“”The issue is to sell an experience and not a mere product”".
Gian Luigi Buitoni, former president of Ferrari North America and creator of the Dreamketing concept.
A long time ago I found in books, fora and congresses the “marketing of experience” concept and ever since it became a familiar term for me. As a result of that I started to analyze cases and situations where the process happens in a real and tangible way, and I have found examples that illustrate this concept.
In the book Conéctese al futuro, (Connect to the future), Lys Marigold and Faith Popcorn mention that one of the current trends of consumers is individualism: “By feeling unconnected in the depersonalized information era, consumers resort to tailor made and personalized products and services”.
By: Rogerio Domenge y Philippe Bisson
Brand Positioning and Social Networks
By: Matthew G. Whitehouse
The concept of brand positioning, as well as its impact on the sale of products and services, has been a recurring theme in a large number of articles on marketing. However, the increasingly powerful presence of the Internet social networks and their impact on consumers’ purchase decisions has affected the positioning of both the brands and the companies themselves in an accelerated manner.
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