Experiential Branding and Technology products

I came across an interesting article on Forbes.com by Rishad Tobaccowala on marketing in Post-digital world namely Up Next: A Post-Digital World. He says that it is important that marketers use a blend of the traditional brick and mortar selling model and the contemporary online marketing environment. The partners and customers for a brand think beyond the narrow specialties.

Rishad has mentioned about one of the iconic brands, Apple which has used its brick and mortar exclusive outlets to create brand experience, the Apple experience and its online stores for convenience of tech-savvy buyers who reside in the post-digital contemporary world.

Well, in this era of ample examples of commoditized brands (or products!!! Commoditization leaves no room for brands), Experiential branding can be a break-through strategy for tangible products. However, how can we do experiential branding for intangible products like technology to create a "Wow" element to associate with the brand. Technology products cannot be physically demonstrated on account of intangibility.

Well, product demos can be experiential for technology products, but technology products are yet not commoditized. Technology products are best marketed in the online environment as the tech savvy target consumers are present online. As such, the best way to create brand awareness and recall for technology products is greater visibility among the target audience. You got to be present everywhere the competition is to build and identity and thereby customer base.