"Build an experience for shoppers. A brand experience is not a moment. It is a state of mind," said Mr. Dill. "It's something that's felt and emotional. It takes place over a long duration of time. And it takes place at every point where we touch the consumer with our brand."
My first thought? Apple. I have an IPhone, and I'll upgrade when I think I need it; but can you see the frenzy that overtakes so many in our communities to buy anything and everything Apple has to offer? It's nothing short of amazing .... I think they've figured out this "emotional, exciting state of mind" thing!
Can you think of a brand/product that evokes that kind of emotional, exciting experience in the minds of customers?