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No. 0061
Published
The experience is now the product
Why it matters
SailGP CMO Leah Davis argues real world experiences have moved from brand add-on to core offering: sporting attendance past pre-pandemic levels, Ralph Lauren, Dior and Rhode turning retail into temporary universes, tours designed as cultural moments. AI will personalise the journey, but the arrival, the atmosphere and the unexpected interaction are what people remember and post. "Fans do not want a seat, they want a story."
The source
Adweek
The experience is now the product
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