Without continuous innovation, a business is doomed to falling behind its competitors and being unable to fight for customers in a hectic and cut-throat marketplace, one source believes.
Adoi Magazine quoted the "father of modern management", Peter Drucker, in regards to his ability to diagnose why such things as live brand experiences may be needed to generate potential custom for businesses in the modern era.
He said: "The business enterprise has two - and only two - basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are 'costs'."
Adoi Magazine noted that regardless of how good a product may be, it would fail miserably without proper marketing and as such, a company must focus all of its resources into taking the experience to the customer.
Earlier this month, Pimm's announced that it would be hosting a live brand experience at the Royal International Air Tattoo, treating customers to a flight deck public enclosure with food, drink and a private lawn.
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