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. 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. The New Tools of Marketing.