The Voice of Experience

As AI makes information instant and answers effortless, are we creating the smartest generation—or one that never learns to think for itself? Elke and Max explore the paradox of accessibility, the lost tolerance for uncertainty, and why struggle remains essential to growth. What skills matter in 2035 when machines handle knowledge? Discover why reading, craftsmanship, and social presence may be humanity's most valuable assets in an AI-driven world.

What drives iconic brand loyalty isn't IP or broadcast reach—it's participation. On this episode of Voice of Experience, Max and Elke reveal why the next great brands will be built entirely bottom-up from fandom, not top-down from boardrooms. From Liquid Death to Disney's experiential dominance, discover why community beats scale. Learn how brands that empower fans to co-create unlock revenue growth and unstoppable loyalty. The future isn't about reach. It's about belonging.

Max and Elke dive deep into the biggest insights from Cannes Lions, exploring how culture—not traditional media—has become the world's most valuable asset. They break down winning campaigns that redefined advertising: a football field turned shopping platform, a band reunion that built brand loyalty, and a voice message intervention that drove real-world connection. Discover why the smartest brands today aren't advertising in culture—they're becoming part of it.

What happens when AI shifts from the thing brands want you to see to the thing they hide entirely? Max and Elke explore the invisible line between operational AI orchestrating experiences and the consumer backlash demanding genuine human connection. From synthetic audiences to raw creative authenticity, they unpack why the future of experiential marketing isn't about smarter AI—it's about leaving people feeling more human than when they arrived.

Coachella sold out in three days and generated $754M in earned media value — but at what cost to the fan? In this episode, Elke and Max unpack a seismic shift in experiential marketing: the rise of B2I (business-to-influencer). From creator economy sessions to brand activations designed for filming angles, not fans, they explore what happens when live experiences stop creating memories and start creating content.

Discover how the Milano Cortina Winter Olympics 2026 signaled a massive shift in Olympic sponsorships and brand integration strategies. Max and Elke dive deep with Corban Baxter, GMR's EVP of Products, exploring what brands can truly learn for LA 28. Uncover integrated brand experiences, personalized fan journeys, AI-driven storytelling, and the critical balance between commercialization and authentic magic. The Olympics are evolving—from simple logo placement to meaningful immersion. So must your brand strategy.

In this episode of the Voice of Experience, come along with Max and Elke as they explore the evolution of Spring Break from a cultural phenomenon to a curated experience, and what brands can learn from these changes. They also analyze how youth culture, social media, and experiential travel are shaping the future of leisure and brand engagement.

In this episode, Elke and Max delve into the evolving landscape of marketing surrounding the Super Bowl, exploring the cultural shifts, the impact of high advertising costs, and the importance of memorable storytelling. They discuss the challenges brands face in creating impactful ads, the role of sponsorship, and the potential of women's sports and global expansion in reshaping the future of advertising. The conversation emphasizes the need for brands to rethink their strategies and embrace a more holistic approach to marketing that goes beyond traditional ad placements.

In the first Voice of Experience of 2026, Max and Elke explore the state of play in lexperiential marketing. They discuss the concept of experience as the new currency, the shift from identity-based marketing to experience-driven narratives, and the implications of AI on human connection. The dialogue emphasizes the importance of meaningful transformation over mere dopamine spikes in marketing strategies, advocating for brands to focus on growth and genuine human experiences.

In the final VoX of 2025, Max and Elke reflect on the year that was in experiential marketing and discuss 2026's industry-shaping trends. They explore the role of humor, the impact of AI, community-centric brand building, and the balance between data-driven creativity and intuition. The conversation culminates in bold predictions for the future of marketing, emphasizing the importance of human connection and meaningful experiences. We'll see you in January!