“I want to be able to blindfold a person, set him down in a BMW and have him know it’s a BMW by the feel of it.”

Helmut Panke, former chairman of German automaker BMW.

Hotel, coffee shop, restaurant owners – would you be able to do a successful blindfold test on your target audience – get a group of people, blindfold them, place them in your lobby or coffee shop and ask them where they are, what they are experiencing and so on …….

Imagine being able to create a unique customer experience that a client, blindfolded or not, will instantly recognise as yours! In the current attention deficit society in which we live; this should be every marketer’s goal. People buy experiences, not things.