Max and Elke are back, this time discussing NBC's new reality competition show 'OnBrand,' hosted by Jimmy Fallon. They share their thoughts on the show's format, the marketing challenges presented, and their evaluations of standout episodes featuring Marshall's and Pillsbury. The discussion delves into the nuances of creativity in marketing, the importance of consumer insights, and the execution of brand campaigns. But no TV show review would be complete without a numerical rating, so Max and Elke give theirs along with advice for contestants and reflections on the show's entertainment value.

In the latest VoX, Max and Elke delve into the annual Brand Experience Index, discussing the significance of unforgettable experiences for brands. They explore the neuroscience behind memory retention, the importance of multi-sensory engagement, and how brands can tap into consumer need states to create memorable interactions. The conversation also touches on the role of competition in enhancing emotional arousal, the shift from physical to digital mementos, and the emerging trend of replenishment as a strategy for lasting impressions. Ultimately, they propose a rethinking of creative briefs to prioritize memory goals over traditional KPIs.

Max and Elke are back with special guest Jessie Giordano to discuss the upcoming FIFA World Cup 2026, highlighting its significance as the largest sporting event in history. They explore the unique opportunities for brands to connect with a diverse audience, the cultural impact of the tournament, and memorable marketing campaigns from past World Cups. The conversation also delves into innovative fan experiences, the challenges brands face, the role of technology in engagement, and the potential for building a lasting legacy through effective marketing strategies.

Authenticity has become a cliche term in brand marketing, but seemingly unintentional missteps by brands like Burger King, American Eagle, and Southwest Airlines got Max and Elke wondering - how would you even define authentic in 2025? They use this episode to analyze that question through the lens in which we see it manifested: planning mistakes, lazy copywriting, failure to account for cultural perceptions, and consumer trust. There's some secret sauce revelations here too, as they look at some brands that have found a way to turn missteps in to positive narrative builders, giving them a pathway to deeper understanding of their potential audiences.

In this episode of the Voice of Experience, Elke and Max are joined by GMR's Joe Leitner to further explore the intersection of AI and creativity. They discuss how AI can enhance creative processes through rapid iteration and democratization of asset prototyping, while also addressing its limitations, such as reinforcing biases and lack of originality. The conversation also touches on the potential of deepfake technology in storytelling and the evolving skill sets required in the creative industry, emphasizing the importance of comfort with discomfort and curiosity in leveraging AI effectively.

Cultural shifts are changing how we discuss health issues, so what's the next revolution in healthcare marketing? In this episode of the Voice of Experience, Elke and Max hone in on the normalization of taboo topics and the role of experience in fostering open discussions. What conversations are still too taboo for public discussion, though, and how do Elke and Max see those eventually coming to the fore in the years to come? All that and more on today's VoX.

Motivated memory is at the heart of this episode of VoX. Elke and Max are joined by Ryan Monkman, who is pursuing his PhD in psychology with a focus on cognitive neuroscience at the University of Oregon. They discuss Ryan's journey into memory research, why marketing strategies can benefit from understanding memory science, and how AI and machine learning are becoming valuable tools in memory research.

In this episode, Max and Elke dive back into Max's time in France for the Cannes Lions Festival, tackles the event's general oversight in recognizing experiential marketing, featuring insights from Shelley Elkins' open letter and a discussion on the future of marketing driven by live moments.

Join EJ and Max live from the 72nd edition of the Cannes Lions! Explore the latest trends in creativity, purpose-driven advertising, AI, and the evolving role of creators. Dive into insightful discussions on sports, community engagement, and storytelling. Don't miss this exciting and inspiring episode!