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If a planetarium can do it, so can you: How brands can shift toward an experience-led model

Author

Listed:
  • Lapides, Marc
  • Chen, Caroline

Abstract

Marketers are increasingly promoting the idea of ‘brand as publisher’, with resources heavily invested into content creation to compete for visibility among publisher-biased algorithms on social platforms. But instead of appealing to the algorithm, maybe marketers should consider appealing to the consumer — a rising generation that is valuing brands as experiences above all. Drawing on the experience of Adler Planetarium, a leading national museum that operates as an experience-first brand, this paper describes the art of creating engaging experiences both online and off with the support of a collaborative, creative agency partner.

Suggested Citation

  • Lapides, Marc & Chen, Caroline, 2016. "If a planetarium can do it, so can you: How brands can shift toward an experience-led model," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(2), pages 123-130, August.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:4:i:2:p:123-130
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    More about this item

    Keywords

    experience marketing; experiential bran; museum; advertising; case study; curation; authenticity; nonprofits; brand as publisher;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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