Espaços e experiências

Gilmore e Pine no livro "Authenticity: What Consumers Really Want" chamam de autenticidade aquilo a que chamei uma certa forma de fazer batota:
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"Companies in consumer and business markets now pay more and more to reach fewer households and executive decisions makers. Adverstisements appear everywhere..."
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"... the most powerful forum for consumers seduction is not TV ads or billboards but rather the conversations we have in our everyday lives."
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"The experience is the marketing. In other words, the best way to generate demand for any offering - whether a commodity, good, service, other experience, or even a transformation - is for potencial (and current) customers to experience that offerings in a place so engaging that they can't help but pay attention, and then pay up as a result by buying that offering. Stop saying what your offerings are through advertising and start creating places - permanent or temporary, physical or virtual, fee-based or free - where people can experience what those offerings, as well as your enterprise, actually are."
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"You must treat the places you create as distinct experiences that engage your customers and create memories within them - not as mere marketings exercises that all too often diminish the perception of authenticity."
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Espaços deste tipo não acontecem por acaso. Mal entramos numa loja somos sujeitos a uma experiência composta por uma série de sensações. Até que ponto é que uma organização orquestra essa experiência?