Dutch beer brand, Heineken, is rolling out airport bars on five continents, according to The Wall Street Journal (paid sub. req.).
In recent years, a range of consumer goods makers have tried creating a “brand experience” in retail outlets to exert more control over how their products are presented to buyers. In 1992, Nike Inc. moved beyond its Oregon base to launch an elaborate “Niketown” flagship store in Chicago. After years of selling its electronics through other retailers, Apple Inc. in 2001 began running its own sleek branded stores and now has 176 around the world. Weber-Stephen Products Co., the maker of charcoal and gas grills, runs a chain of Chicago-area restaurants called Weber Grill, where the food is cooked on its own giant grills.
“Social experiences are in many ways stronger than advertising. They create an opportunity to showcase your brand at its very best,” says Tim Riches, the Australia managing director of branding agency Futurebrand at Interpublic Group of Cos.