7. Enhanced Experiences: Enlisting the Fanatic

This chapter delivers the sixth lesson, where sporting brands have relentlessly augmented consumers’ experiences by treating its products as a whole entity in a process of social “curation”, a trail of brand fans follows. The chapter delves deeper into the potential for augmenting consumers’ experiences in order to create more meaningful connections. A central lesson revolves around modularised branding, which employs the fluid mobility digital delivery affords, in order to meet the specialised nuances of consumer preferences. Mobile channels also bolster consumers’ experiences through personalised content. The chapter emphasises that a brand must manage its social hub, as a whole entity, in a process of social “curation”, keeping in mind the consumer “conscience”.