What happens when creative and marketing align? 🙏

Brands whose designers and marketers are on the same page are capable of some breathtaking work.

This week, we're learning from brands who've used this alignment to elevate their marketing beyond simple engagement—these brands made an experience out of it.

Here's what veteran creative leader Ted Bramble (who hosted another recent Gather & Grow) recommends when building your own brand experience:

• Activate a flow state for your audience. 🌊 The key to a brand experience is to activate a “flow state:” An activity that’s not so hard it creates anxiety, but not so easy it induces boredom. 
  
  
• Take actual risks. 🚧 Being afraid of failure keeps us from doing the kinds of things that make marketing memorable in the first place.
  
  
• Celebrate your prospect’s individuality. 🙋 The best brand experiences let people show off the parts of themselves they’re proud of. Think of Spotify’s “Wrapped.”
  
  
• Don’t make it a “game” by default. 🕹️ While it’s sometimes appropriate to build a literal game, Bramble warned marketers and creatives not to confuse play with gamification alone.
  
  
• Consider what your audience *actually* wants. 😉 In B2B, think of how you can help your prospect impress their boss. For B2C, think about the gap in their life/lifestyle your product or service might fit. And most importantly...
  
  
• Make the experience for YOU first. 👈 If you can imagine yourself having fun with an idea for a branded experience, it’s a sign you’re on the right track. 

Words of wisdom no doubt, and exactly the kind of insight you can expect from our upcoming G&G!