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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. But as consumer interactions become ever more digital – perhaps because of this — consumers are seeking out real-world interactions with brands and their stories. A majority of guests have a more favorable opinion of Coca-Cola after they visit the brand home and 94 percent say they would recommend the experience to a friend.

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