4 February 2014
A Manifesto for Real Brand Experience

Brand Experience is Dead. Long Live Real Brand Experience! Five principles to inspire positive action.

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17 December 2013
Why Trade Fairs Should Learn from the World of Luxury

What is a trade fair? To a certain extent, a trade fair booth is the quickest way to devalue your brand. Thousands upon thousands of similar things, stacked in a warehouse. Like commodities.

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12 December 2013
Chipotle’s (not so) Secret Recipe for Branded Content

As we are launching our new Branded Content division, I thought we would celebrate by showing you a piece of branded content that both entertains and communicates a brand story, and look at how and why it’s so successful.

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10 December 2013
Z is for Zoning: The Lobster Pot Diagram

I believe there is a perfect diagram for Brand Experiences, the ‘Lobster Pot’ some might call it, or possibly the ‘Honey Trap’ as I heard Ray Winkler of StuFish describe it.

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3 December 2013
Q is for Quality: Craft Control

Sadly, the business of experiential event making suffers an enormous lack of attentive talent. Sometimes that lacking strips a brief of anything worth planning for – or the product’s so poor as to beggar even the most brilliant of minds.

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28 November 2013
O is for Online: Be Inconsistent

Spare us the online offlined! As any designer of experiences worth his or her salt will tell you, the live event is not the online perfectly rendered.

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22 November 2013
H is for Host: Story the Space

Here’s the thing: Too many clients and far too many agencies think an experience is that which can be summed up in a ten minute fly through.

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14 November 2013
E is for Entrance: The Entrance is not the Door

As the designer of every great flagship store will tell you: never ignore the entrance. The entrance is not the door. It is not the threshold, the border, the line between out there and in here. Rather, it is the place of preparation, the great pre-party space.

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12 November 2013
C is for Colour: A Manifesto in the Name of Everything not White

Here’s a straightforward, top the voice call to action: stop using just white. Please. Those of you who, like me, get to spend a reasonable amount of their working lives either at or studying tradeshows will have noticed the hegemony of the colour white.

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