ABSTRACT
Consider some of the intriguing new products and brands that have appeared in the market during the first decade of the twenty-first century: Apple with its iPod and iPhone products. The Mini Cooper and Nintendo’s Wii. These products all boast innovative design and promise superior function. But focusing on their innovative product features tells only part of the story. Even more creative and innovative is the way the brands are marketed to consumers-through appeals to their senses, feelings, intellect, curiosity, and self-image rather than to more rational, analytical notions of value. Such marketing techniques are turning up in all sorts of industries, from consumer electronics and automotive to telecommunications and retailing. What they have in common is a focus on the brand experience.
