'Life time ' of a consumer experience concept can be an interesting way to classify. Certain concepts would have a longer life to others. Some would classify fad's which generate buzz and engage people and other would be a more sustained efforts which integrate with the brands look and feel.
Long term effort which integrates to brand value proposition to consumer experience
Consumers tend to identify a brand with an experience. In the apparel sector- Abracombie Fitch is one such example- loud music, dark lights- feels like one is shopping in a lounge! Anthropologie is another example- where one gets a feel of shopping in a rustic - indoor meet outdoors kind of an environment.
Interestingly, these concepts are more 'permanent' in nature and would employ services of Architect, Lighting engineers to create an environment. Attached website has some interesting examples of the same (link)
Concepts with short life which help generate a buzz, engage with consumers and create a consumer experience
Examples like the recent Nokia kiosks in India (Link) or the digital Sign's at T-mobile show rooms are highlighted. These efforts can be viewed as promotions. Most digital concepts today being tested fall in this category.
The bridge concepts
These are a set of efforts which are trying to bridge the two. Efforts which are new, might have a potential to get build into brand identity or might just pass on as fads.
e.g.
LVMH spanish steps. I am sure the company has invested a lot of money in executing the concept- they are generating the 'ahaa' value, but do they have a potential to be there in a LVMH store for a long time- do these become an integrated part of LVMH brand value proposition. Unsure- still to be seen. (Link)
Can non-tech brands or Will non-tech brands integrate technology as a part of execution of thier brand value proposition?
