In a review Bob Jacobson calls it “an important, simultaneously prescriptive and cautionary addition to the rapidly growing corpus of literature on experiential marketing” and “a manifesto for our time that can’t be ignored”.
“Transformations, which bond companies and customers irrevocably, occur only when authenticity — customer self-identity and the brand experience — are total. They’re beyond intentional design. But at the highest level of manipulable reality, the generation of experiences, the higher the degree of authenticity, as perceived by customers, is the critical differentiating factor in the quality of experiences that companies offer to their customers. “