Generating "WOW" experiences: Impact marketing strategies

Can you really be innovative and trigger something different in a society where there are more and more stimuli? What is it that makes us go from saying "it's cool" to "WOW"? We know that when something pinches us and makes us vibrate, it awakens a sensation that is difficult to explain, it is something that makes a difference. Consumers accustomed to intense and short impacts via social networks are not content with meeting their needs. They also want to be surprised.  

In this episode of Coffee Break by Esade Executive Education we explore how marketing has evolved beyond merely satisfying needs to focus on creating impactful experiences with Carles Torrecilla, professor in the Department of Marketing at Esade.