ABSTRACT
This chapter focuses on a traditional communication policy focusing on brand content and media to a more holistic approach that allows the humanization of the brand by bringing its personality to life to create a strong relationship with its customers and thus differentiate the brand from its competitors. It also focuses on “Emphasis” as one of the “7Es” components of the experiential marketing mix that replaces the “P” of “Promotion” part of the traditional marketing mix or 7Ps. The chapter describes emphasis through two key communication strategies: the creation of a brand culture and brand storytelling to make the transition from brand promotion, its know-how, and its products and services to an emphasis on brand personality, myth, and shared with its actual and potential customers within their experiences with the brand. A brand culture emphasis refers to the way companies should use consumption culture elements to connect with their customers.
