With Virgin Galactic readying its engines for take-off and global brands like Google and Unilever powering a new space race, businesses are taking customers to the final frontier by evoking a basic human emotion: 'awe'.

As experiences – 'memorable events that engage people in inherently personal ways' – become the predominant economic offering, what are the implications for businesses and organisations?

Something old, something new, something borrowed… and blue skies, if possible! Getting hitched should be a celebration full of joy and love, but bad weather can put a real damper on the big day. What if you could pay to keep the rain away?

As city streets become cluttered with advertising, brands are now experimenting in the sky instead. But as drones are often associated with shady surveillance and the sky is still considered to be a sacred place, what’s the etiquette for planting messages in the air?