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The Brand Benefits of Places Like the Guinness Storehouse
Harvard Business Review
OCTOBER 20, 2015
In fact, the quality time consumers spend within a brand experience can increase ROI and develop true engagement , leading to greater brand advocacy and actions over time. 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.
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