Do you recall the feeling when you purchased something for yourself? When I bought a pair of Nike shoes a few weeks ago, I felt good about my decision even if the price was higher than my budget. I did not just gain a high-tech midsole with the lightest, softest, smoothest, and most responsive foam Nike has ever produced. I bought the total fitness experience. Beyond the shoe, the brand understood a consumer’s fitness journey and complemented it with a Nike+ Training Club app. I felt more excited to carry out my Fitibit step goals together with this Ultimate Personal Trainer. This is one example of a brand that goes where their customers are. I find value in this great experience. One sees the rise of the “Experience Economy” when someone shares happy stories in social networks. It is experience embedded at every stage of the consumer journey.