Over the waterfall in a barrel: Experiential marketing and the building of brand

Experiential marketing has evolved in response to a move away from a service economy to an economy that is shaped and defined by consumer experiences. As consumers seek ever more unique and memorable experiences, experiential marketing has become increasingly important in establishing and building brand identity in sectors as diverse as retail, events marketing and more recently the leisure and tourism sector. This paper aims to critically assess the validity of an experiential marketing approach in the formation and communication of brand identity. The analytical basis for the evaluation is a single case study involving the development of MONA, a hedonistic experience brand based in Australia.