Imagineering, value creation and value innovation from the experience perspective, is a new approach towards the trinity of branding. It is a way to discover the possibility of a new kind of convergence between consumers' desires, technological capabilities and organisational innovations.

We're leaving the well-known business models which helped businesses to be successful in the past century, a century during which consumption was prompted by survival and values related to possession. Business organisations do not easily change from within. That's why it's necessary to permanently research and develop new business theories. This is the only way to understand our society and the ways organisations can operate successfully.