
edly. If the packaging is beautiful but the fragrance smells musty,
then how could the skin cream possibly deliver on its promise of
beautiful, youthful skin? If it is merchandised poorly at retail, how
can a woman justify paying a premium price?
By being purposefully consistent
from marketing element to market-
ing element, any brand can approach
the magic of Disney, even a small
skin cream in a highly competitive
category.
The essence of the experience
effect is creating a continuous experi-
ence that defines the brand, an expe-
rience consumers can see, smell, and touch in every way, an expe-
rience that delivers so much more than just the product alone, ...