But does it work?

Brand "Experiences": Do they Work?

Branding and advertising expert Andy Rice says the experience economy is about going from extracting economies, to making goods, to delivering services and to staging experiences. Crucially, the branding expert says you have to keep refreshing the experience...

You can’t give them the same experience, you have to keep it fresh.

Andy Rice, brand guru

He says the experience has to happen in terms of consumption and quotes brands like Virgin Atlantic, the recent Magnum pop-up store in Rosebank, and Audi.

The experience economy is the term used to describe the evolution of value-added benefits that culminate in a brand like Starbucks, where what is being sold is not coffee but rather a multi-layered experience.


Recommended

by THE NEWSROOM
Read More
Blitzboks will shake this off quicker than you can say ‘fraud’ - Bruce Whitfield

Blitzboks will shake this off quicker than you can say ‘fraud’ - Bruce Whitfield

The Money Show’s Bruce Whitfield asks ad expert Andy Rice to share with him the week’s advertising “heroes” and “zeroes”.

10 best South African ads of 2017

10 best South African ads of 2017

The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Watch the Guptas pack their bags and run in Nando's inspiring new advertisement.

Jack Daniel's has the best Christmas advert ever

Jack Daniel's has the best Christmas advert ever

Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” and “zeroes”.

Tesla proves that Elon Musk is a marketing mastermind

Tesla proves that Elon Musk is a marketing mastermind

Tesla loses breath-taking amounts of money every nanosecond, yet the brand is gold. Bruce Whitfield interviews ad guru Andy Rice.

Joburg restaurant changes racist name after outrage on social media

Joburg restaurant changes racist name after outrage on social media

Ad guru Andy Rice knocks Misohawni, but praises outdoor living retailer REI for closing all 151 of its stores on Black Friday.

Popular articles
Signal jammers and other devices confiscated at China Mall

Signal jammers and other devices confiscated at China Mall

Several communications devices were confiscated from businesses in a raid by Icasa at China Mall on Wednesday.

Trump confirms his first visit to Africa

Trump confirms his first visit to Africa

United States President Donald Trump has disclosed his first stop on an African visit.

Former Body Beat TV host Dr Phil Joffe catches up with Afternoon Drive team

Former Body Beat TV host Dr Phil Joffe catches up with Afternoon Drive team

Dr Phil Joffe presented SABC's famous Good Morning South Africa breakfast show for ten years, from 1989- 1998.

'The university degree is dead'

'The university degree is dead'

Flux Trends founder Dion Chang gives five reasons why he believes getting a degree is past its sell by date.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

5 ways the NSFAS funding model will change in 2017

5 ways the NSFAS funding model will change in 2017

The National Student Financial Aid Scheme (NSFAS) will pilot a new funding model in 2017. NSFAS chairperson Sizwe Nxasana explains.