ABSTRACT
KEY POINTS
The product, because of its intrinsic and symbolic aspects, is likely to play an important role in offering consumers a real consumption experience.
Experiential products convey some very specific semiological contents.
The experiential approach generally implies a specific relationship between consumer and brand, a role play that can extend as far as the co-construction of a product offering.
Experiential marketing constitutes a relatively complex form of marketing.
In marketing experiences, marketers must remain both modest and cautious when preparing their marketing strategies. Not everything can be controlled.
