In his book, 'The Society of the Spectacle ", by Guy Debord (1967) he makes reference to the importance of saying something about reality, to make the viewer, - or consumer- recognize himself / herself in the images, or in the show that is performed right in front of him and tells him / her a story.
In this context, brands can not be limited to just offering a product only through the introduction of its strengths and weaknesses, if they want to reach the customers and create a lasting bond, they must overcome this discourse and create a story, define what kind of impact (rational or emotional) they want to make on it, and create a dialogue through which the consumer understands that he or she is not only acquiring a product but an entire new experience tied to it. Such a situation means that the form ( product ) must be accompanied by a content ( service ), and both must be consistent with the continued presence of reasons and emotions that allow the buyer to live through the product and from the experience of purchasing this product.
In other words, the product acquires meaning once it exceeds its functionality and is perceived as necessary, when it provides an added value, when it becomes one of he aspects in the identity of the one making the purchase. One of the best examples is Coca Cola, the offer of its product does not promote the consumption of a beverage consisting of a black gaseous soda mixture, instead its sales promise acquires evidence in its slogan ¨ Open Happiness ¨ and in that sense, they sell more than a product, they actually invite to socialize, to laugh, to dream, transcending beyond the very meaning of what is contained in the bottle and configured as an excuse to share. It is not just a product, but rather it is what is said about it, and what better way to make the story a reality than showing it in a physical space? What better way to make the words more tangible than a place?
It is not just about the product, it is what can be said about it, so making words tangible is now the main challenge for all brands, and what a better way to realize the story than to evidence it in a physical space? Coca Cola does it with its outdoor campaigns, such as the construction of a park in the middle of the city (https://www.youtube.com/watch?v=6Ih0Drtuufc) creating a space destined for recreation and happiness around the product, when consuming Coca Cola.
Even more obvious turn out to be commercial spaces with fixed locations. Helm Bank Colombia is an interesting example. Their advertising shows a fresh and young image similar to the one used in hotels or travel agencies, but their work is not only limited to just one coherent discourse with an image, their greatest impact was to make customers feel as if they were in a hotel when entering their facilities. In this way they not only changed the concept of a financial space - bank - but rather to one with personalized attention - hotel - they also gave customers a different experience to the one they could live when compared with another brand with the same features, when they added to their spaces entrances similar to a hotel lobby, including sounds of natural environments to waiting rooms, water bottles and sweets with the HELM brand and furniture with soft textures.
Abercrombie & Fitch also have an interesting story. When studying young persons ( their target ), they realized the importance of creating an atmosphere that was attractive to them, therefore, they launched an exploration that would allow them to understand the different tastes youths have, and with this information they constructed their own story. their commercial spaces show an atmosphere of youth with soft lighting, with music at high volume, a scent that even surpasses the space of the shop, vendors that symbolize the aesthetic of their clothing and other sets of details that together create the atmosphere of a disco. In this way young people live an experience while they do their shopping.
It is about the show, the concrete fabrication of reality that goes hand in hand with the product or service, before, during and after the actual purchase, generating not only recollection but also engagement. Just like these tree brands, many others have followed track in the pursue of the construction of stories, making it quite clear to the consumer that once the purchase is made the expectation is not only to just acquire a product but a complete experience, the performance of living through the experience, to inhabit other stages and other worlds as they are consumed by him or simply by entering their commercial spaces.