In numerous product areas the consumers have the impression, that brands resemble themselves more and more (study of the BBDO about perceived brand equality). Reason for this is not only the technological assimilation of the products but also the interchangeability of the communicative appearances of the different brands.

Nearly half of the German population consider themselves as part of the group of "Experience consumers". A brand differentiation can only primarily be achieved by experience-oriented communication, which aims at influencing the purchase behavior of the consumers.