Tate Sensorium at Tate Britain

Experience has become a buzz word. Especially in the world of branding. Today, no product launch is complete without an accompanying event, and the words ‘immersive’, ‘experiential’ and ‘interactive’ have become staple terms in any brand marketing booklet. From Nike to Nissan, companies have been gradually cottoning onto to the undeniable power experience yields when it comes to fostering consumer affinity.

“The concept of experiential marketing is gaining traction beyond just the marketing department,” explains Ben Reed, Head of Brand Engagement at The Silvertown Partnership, an initiative launched to provide brands with experiential spaces. “It’s becoming one of the cornerstones of brand strategy, as brands look to differentiate themselves. In this new relationship, experience is the currency that will lead brands to develop stronger relationships with customers for the long term.”

Nowadays, what most brands are aiming for is a continuous engagement with their audiences, creating 360 branded experiences that are rapidly transforming our role and relationship with big businesses. According to studies by McKinsey, experiential brand experience is the most powerful form of word of mouth, driving activity accounting for 50 to 80 percent in any given product category.