Products fulfill needs, Experience fulfill desires

From Marc Gobe, The 10 Commandments of Emotional Branding

“Products fufill needs, experiences fufill desires. A product or shopping experience, such as REI stores’ rock climbing walls or the Discovery Channel stores’ myriad of “sound zones” has added value and will remain in the consumer’s emotional memory as a connection made on a level far beyond need.”

Thanks to Kyle for the post that led me to Marc Gobe.