Journal Edition sofw journal 5-2023


My wife and I needed some items from the drugstore, and we go shopping to our favorite store in Düsseldorf. We stand in front of relatively full shelves, with a considerable selection, and yet, we simply feel a great boredom: interchangeable claims, similar storytelling, and practically all products are vegan. Okay, this may be a luxury problem, but it’s really about much more: uniqueness, competitive advantage, and active customer loyalty.

Where are the ideas and concepts of brands that recognize the intrinsic value of truly experiential experiences and creatively, seductively, and innovatively implement them - with seductive haptics, emotionally touching scents, or a product staging never experienced before?

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