Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy / How CMOs Use Brand Museums to Drive Connection
Transcript
- Lucas: So we are sitting here in August of 2026, and there is a new trend in marketing that is getting serious CMO attention, and it is not digital. It is the brand museum. Luna: Brand museum, like the Guinness Storehouse in Dublin or the World of Coca-Cola in Atlanta? Lucas: Exactly those. And what is interesting is that these are not just tourist traps. They have become strategic assets. The Guinness Storehouse alone pulls in around 1.7 million visitors a year. That is not accidental. That is a marketing engine. Luna: I have been to the World of Coca-Cola. It is huge. But how do you measure the ROI on something like that? It is not like a direct response campaign. Lucas: Right, the ROI is not in ticket sales. It is in brand equity, word of mouth, and the data they capture. Every visitor is a walking focus group. And when they post about it on social media, that is earned media that you cannot buy. Luna: So it is a long game. But what makes a brand museum work? Is it just a glorified showroom? Lucas: The best ones tell a story. The Guinness Storehouse is built around the journey of a pint of Guinness. It is not just a tour. It is a narrative about craft, heritage, and Irish culture. That emotional connection is what turns a casual visitor into a loyal brand advocate. Luna: So it is about education and entertainment. Edutainment. Lucas: Exactly. And that blend is why CMOs are investing serious budgets. They can control the narrative, showcase innovation, and create a physical touchpoint that digital cannot replicate. Luna: Speaking of budgets, before we go deeper into the strategy, I have to say something. You know, this show is listener-supported, and it is a handful of you who chip in monthly through buy me a coffee dot com slash fexingo. That is literally what funds us making this many episodes a week. Lucas: Yeah, and we do not run ads, which is rare in this space. So if these marketing conversations have sparked something you have actually used in your own work, that is the best signal you can give us. Luna: And it is not about perks or anything. It is just keeping the lights on and the mics recording. Lucas: Right. So back to the museum play. The key is not just the space itself, but how it feeds the rest of the marketing mix. The content they generate becomes fodder for social, email, even PR. It is a content studio with a roof. Luna: That is a good way to put it. And I have seen numbers that say visitors to brand museums are more likely to purchase the product after the visit. Is that true? Lucas: There is data supporting that. For example, the Coca-Cola brand has reported that visitors to their museum show higher brand affinity and purchase intent. But the bigger effect is on word of mouth. People do not just buy more; they tell their friends. That is the multiplier. Luna: So what about the pop-up trend? The Museum of Ice Cream, that kind of thing. Is that a different animal? Lucas: It is, but it is also relevant. Those are temporary, highly Instagrammable experiences. They are less about deep brand heritage and more about buzz and social sharing. CMOs use them to create a spike in awareness, especially with younger demographics. Luna: But they are not building long-term equity like a permanent space. Lucas: No, but they are a complement. Some brands do both. A permanent museum anchors the brand story, while pop-ups create urgency and novelty. Together, they cover different moments in the customer journey. Luna: So how does a CMO decide if a brand museum is right for them? It is a big investment. Lucas: It is not for everyone. You need a strong brand narrative, a product that people have an emotional connection to, and a location that gets enough foot traffic. Guinness works because Dublin is a tourist hub. You do not put a museum in the middle of nowhere. Luna: And the budget. We are talking hundreds of millions to build and maintain these spaces. Lucas: That is why CMOs are getting creative. Some are doing smaller, modular experiences that can travel. But the ones that commit fully, like the Heineken Experience in Amsterdam, see it as a long-term brand investment, not a marketing campaign. Luna: So what is the takeaway for a listener who might be a CMO of a mid-sized brand? Lucas: Start small. Do a pop-up or a branded installation that tells your story in a physical space. Measure not just ticket sales, but social reach, sentiment, and how many visitors become repeat customers. Then scale if the data supports it. Luna: And the data is becoming more sophisticated. They can track visitor behavior, dwell time, even which exhibits drive the most engagement. Lucas: Exactly. And that is the part that gets CFOs on board. You are not just building a museum; you are building a data asset. That is a compelling story in the boardroom. Luna: So brand museums are not a relic of the past. They are a future-forward marketing tool. Lucas: Absolutely. And as digital costs keep rising, physical experiences become a differentiator. You cannot scroll past a Guinness Storehouse. You have to feel it. Luna: I think we have given listeners a lot to think about. Thanks for joining us. Lucas: And if you have ever visited a brand museum that changed how you see the brand, let us know. We would love to hear about it.