Companies and Experiences

Experience-based communication is about making your values work and getting people to appreciate them. The best way to bring messages to life is to dramatize them. The word Drama derives from the Greek verb dran (“to act” or “to do”) and it refers to words and actions used to express a particular message.

Traditional, non-marketing issues such as management, PR, architecture and design, etc. must support the messages you send, both internally and externally. Unethical practices and other kinds of misleading behavior will damage your messages and brands, because they will reveal a failure to live up to your promises. Messages that are not based on genuine values internalized across your entire organization can be damaged by the mismanagement of non-marketing issues, and the damage done happens much faster than it can be repaired. Therefore it is important to take a holistic approach since that is how people experience and relate to things – whether they are employees, suppliers, the media or consumers.

The purpose of this chapter is to increase your awareness of the advantages of communicating through the experience media. We will show you how experiences can influence people’s behavior, i.e. how dramatization and staging in the “experience environment” can have a dramatic effect on learning. This chapter will also accentuate the importance of having a strong, multi-sensory identity.