Bring the Real

Podcasting from the IDL house in Austin, host Bryan Laing is joined by IDLers Sonya Klinger & Sarah Pletka as they talk highlights and trends in experiential brand marketing at SXSW 2018. 

In recent years, forward thinking disruptors have re-calibrated spend to create premium, bespoke experiences to garner global impressions. Pete dissects why established brands have such a difficult time staying ahead, and how the cult waves of Nike, Glossier, and Whole30 have driven market shifts.

Entrepreneur Bryan Meszaros started an agency out of his basement, which currently creates highly interactive experiential campaigns for global brands. He shares his thoughts on what's becoming the focal point of the industry, and how to leverage that to resonate and educate users to build a brand with emotional and educational reach.

For brands, expressing an authentic message in a content polluted world requires careful, thoughtful design. Guest Bryan Boul discusses the challenge of creating authentic designs for products with little personal connection, and the no-brainer authentic expression that came through for his design of a man-cave pop-up for Persol. Our perception of authenticity is constantly changing, and it only gets harder to fake it.

An industry expert with high-impact global brands, Jeff Fisher drops some knowledge on tailoring accessible experiences for your target consumer. Our discussion dissects how to energize customers, maintain emotion, and tell a story through interactions within a space.

Critically consider personal shopping experiences. It's a brand's job to identify their message & deliver it, communicated through design. Designers must understand the motivation of the brand & keep a pulse on consumer interests. This is best achieved through an experiential lens firsthand. Today's consumers resonate with stories that aren't pushy - where they can control the journey.