Brand Activation Demystified: Experience Design--A New Era in Experiential Marketing

Experience Design--A New Era in Experiential Marketing

If billions of dollars in spend are any indication, the marketing industry is more invested in experiential than ever before. But while marketers are spending big on creating B2B and B2C experiences, building meaningful engagements in an increasingly cluttered space remains a struggle for many.

According to GMR's Head of Experience Design, Executive Creative Director John Koch, that's because too few experiential marketers have cracked the authenticity code. Koch is a driving force behind Experience Design, an evolved discipline rooted in 35 years of shaping authentic, moment-to-moment experiences between people and brands. Koch will discuss how some of the savviest marketers in the world are turning to Experience Design to create innovative experiences rooted in ideas, emotions, stories and creating lasting memories. He will cover:

1. A New Era of Experiential: Understanding the evolution of the relationship between people and brands.
2. Experience Design Strategy: Utilizing the ideas, emotions and motives that drive the human experience today -- from concept to execution.
3. Where Storytelling Meets Metrics: Measuring the impact of the experiential journey.

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