Max Lenderman Knihy

The narrative explores the innovative strategies of a Russian oligarch who circumvents alcohol advertising restrictions by founding a bank named after his popular vodka, Russian Standard, which has become the leading vodka and consumer bank in Russia. Additionally, it highlights the Silk Street market in China, known for piracy and counterfeiting, as it introduces its own brand. The story also addresses the significant decision of a major South American city to eliminate all visual advertisements in an effort to combat "visual pollution."

Experience the Message is an exciting guide to today's revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer's highly cluttered radar screen. This book reveals how today's companies can use credible voices and sensory experiences to bring the brand -- its essence and its benefits -- to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand.