As customers lose trust in traditional message oriented forms of marketing, it becomes more important what a brand does than what it says. As a new way to build brand preference, Branded Experiences are combining the traditional branding approach with the method of service design. Based on brand positioning and customer needs it designs and optimizes the customer-brand relationship by creating encounters and touchpoints with the company that are pleasant, useful, and beneficial for people. At the same time, these encounters are designed to bring the brand promise to life. This approach offers a modern and sustainable form of marketing and brand building.