Marketing Currents - Business and Marketing Current Events

Should brands be charging for brand experiences?


From Kraken rum’s Halloween haunted hotel to Ford’s go faster stunt driver experience, the world of brand experiences is richer and more varied than ever before. From entertainment and gaming, to pop-ups, theme parks, edutainment and more… brands across all sectors are increasingly turning to experiences as a core pillar of their marketing activity. It makes sense, given that the appetite for experiences continues to grow – by 2023, the experience economy is expected to be worth $12bn.

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Discussion Questions:

  1. What is a brand experience?
  2. How do brands benefit by providing these experiences?
  3. Have you ever participated in an example of a brand experience? If so, what was it?
  4. What is a pop-up?
  5. What is edutainment?
  6. How do pop-ups and edutainment provide examples of opportunities for brands to launch experiential marketing strategies?
  7. What is market research?
  8. What are the different types of market research?
  9. What type of market research is shared in this news story?
  10. How might brands benefit from the market research data discussed in this news story?
  11. What is consumer engagement?
  12. How do you think brand experiences impact levels of consumer engagement? Why might that be important?
  13. The headline of this story asks whether brands should charge for brand experiences. Based on information from this story, do you think they should? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.