Max Lenderman's book Experience the Message: How Experiential Marketing is Changing the Brand World is remarkable at the first 44 pages (as far as I've gotten). It's interesting how this world (advertising, marketing, production, consumption) has shown itself as a moral barometer. We as consumers have allowed this kind of significance to impact a product's marketing, as though the product itself is an afterthought. Fascinating stuff.

The basic tenet of XM, as I understand it at 44 pages, is "experience as benefit, benefit as transformation." What a marketing pitch or ploy or campaign must do for the marketee is create a unique experience. It's beautiful if you think about it.

I happen to be reading this on the same evening that I can't be bothered to go to the mall for winter clothes. The web sites and the store models for RW & Co., H&M* and Jacob remind me of the XM book. The layout isn't clear; you can't really see anything at a glance. These sites require constant user participation and a webby sort of intrigue to ultimately force you to the store. At RW they have water bars** and little artist studios in order to offer some sort of experience--which is lovely I'm sure.

So . . . since when did great marketing also have to be about frustrating the consumer? I thought the internet was supposed to solve my problems! Can someone go buy pants for me?

*H&M: Make sure you use this link. Not the other H&M site.
**water bar: I know. I was thinking of those floating swim-up bars in the resort pool too.