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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

But as consumer interactions become ever more digital – perhaps because of this — consumers are seeking out real-world interactions with brands and their stories. In response, a growing number of experience design agencies (mine among them) are creating “experiential brand homes” like the Guinness Storehouse in Dublin — physical destinations (think of them as theme parks for the brand) that engage customers and build loyalty.

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