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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

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. Measurement can take many forms, including brand perception, purchase intent, brand preference and loyalty, or word of mouth.

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