The Brand Benefits of Places Like the Guinness Storehouse
Harvard Business Review
OCTOBER 20, 2015
People crave the kinds of meaningful moments, shared experiences and emotional bonds — or what I call “emotional souvenirs” — that brand homes can provide. These emotional drivers inform the underlying narrative thread; the media and technologies that bring the story to life; the interior schematics; and the overall physical space. They can permanently or temporarily showcase marketing campaigns and product innovations.