Kees Klomp was the first to introduce the concept of experience-based communication into the Netherlands with his article ‘Reaching customers requires moving customers’ in the advertising industry magazine Adformatie in 1998. One year later, Pine & Gilmore's 'The Experience Economy' was published, which became a global bestseller. In this part of the Online resource centre you will find a range of different models relating to experience-based communication.

Marketing studies involve a great deal of measuring. Scales were developed to measure brand personality, brand confidence, brand loyalty and even ‘brand love’. But how can the ‘brand experience’ be measured? In a series of five studies, a group of researchers came up with a scale to measure the brand experience. This series of studies was followed by a sixth study concluding that brand experience is, in fact, a better indicator for purchasing behaviour than brand personality.

Sales promotions often underexpose products' added value for consumers, boiling all the benefit down to price. Ingmar de Lange sees the solution to this problem in a fusion between product and promotion. This would forge brand innovation, and enable more efficient spending of the marketing budget. In this white paper, De Lange discusses five forms of promotion, which all stimulate brand innovation and enable greater cost efficiency in marketing budget spending.

The brand experience model devised by Pine and Gilmore identifies four realms for the development of (brand) experience. In their classification of experiences, Pine and Gilmore discern two dimensions (active vs. passive, and absorption vs. immersion) that, when combined, engender four realms (entertainment, educational, aesthetics and escapist). This model is not only usefull for external, but also for internal branding.

In 2007, Jaco van Zijll Langhout completed his extensive research into co-creation. Co-creation sees an organisation involve its clients in the development of new products. Examples are Linux software and Dutch Railways, which asked its customers to help choose the chairs for the new Sprinter trains. Based on his research, Van Zijll Langhout distinguishes nine forms of co-creation. His research also focused on the critical success factors of co-creation.