Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience

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Kogan Page Publishers, 2004 - Business & Economics - 221 pages

To successfully establish an emotional bond with a customer, marketers have to access the mind and heart. Linking the desire for entertainment with emotion and putting the customer in the right mood is the key to attracting sales. In this riveting book we are shown how this is achieved in public spaces all over the world. Known as "Third Places" these are locations, apart from home and work, that we choose to visit.

A master of mood management, the author draws on his extensive experience of working with marketers, designers and architects to create pleasurable and memorable sensory experiences. We're given a unique and fascinating insight into how people's emotions are influenced through light, colour, smell, sound and other sensory triggers.

 

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Contents

Visits to brands and factories
35
Fairs and expos
57
Going out and partying
69
Urban entertainment centres
84
Hip restaurants and bars
106
Shopping places as highquality entertainment
117
Concept stores
134
Design malls
141
Convenience entertainment
153
Bricks and clicks
164
Lobbies and lounges
171
The new hiking experience attractions
185
Glossary
197
Index
214
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About the author (2004)

Dr Christian Mikunda, internationally acclaimed dramatist, guru, psychologist and trend scout, specializes in advising companies worldwide on mood management in public spaces. Today he works with teams involving some of the world's most influential architects.Through his consultancy, CommEnt, he advises TV stations, shopping malls, hotel chains, museums, branded product manufacturers and city centres. He lectures at the University of Vienna.

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