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Film

Marketing

Tourism

How Customers Come to Think of a Product as an Extension of Themselves

Harvard Business Review

SEPTEMBER 17, 2018

Or consider Great Britain’s tourism campaign. Star Wars fans are notorious for their psychological ownership of a film franchise they know intimately. The general resentment towards the film showed at the box office; the movie’s sales fell about $200 million short of several Wall Street analysts’ predictions.

Productivity

Productivity Products Reis Film

The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

OCTOBER 20, 2015

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. The New Tools of Marketing.

Brand

Brand Storytelling Trout Retail

How Customers Come to Think of a Product as an Extension of Themselves

The Brand Benefits of Places Like the Guinness Storehouse

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