The Brand Between Emotions and Experiences

Abstract

The current social frame of reference is characterized by the pervasive presence of technology which, if on the one hand it allows man to extend his senses toward directions which used to seem unimaginable, on the other has generated a sort of dehumanization of society. The affirmation of ever more virtual environments and the progressive overcoming of physical constraints in every sphere has in fact marked a progressive slowing down in the development of individual aptitudes, and so individuals are increasingly in search of new experiences which can reaffirm their human nature. In this increasingly technological context, where the password seems to have become “speed,” individuals find fewer and fewer possibilities and more and more difficulties in developing personal interaction. Thus the need is felt to get more “physical” relationships back by means of those two components which cannot be reproduced in a virtual environment: experiences and senses. The use of experience as a basis for developing new marketing strategies today represents an effective way of retrieving “psychological satisfaction” in purchasing and consumption models, by making it possible to build new worlds, cities and neighborhoods; in short, ideal places which are not virtual, to substitute those proposed by contemporary life.