Experience the Messagetag:typepad.com,2003:weblog-1136782009-07-08T10:12:15-05:00How Experiential Marketing Is Changing the Brand NEW WorldTypePadCOOL USE OF CROWDSOURCING: ENJOYtag:typepad.com,2003:post-6a00d83455a24b69e2011570e55d2f970c2009-07-08T10:12:15-05:002009-07-08T10:12:15-05:00max lendermanhttp://www.experiencethemessage.com/blog/2009/07/cool-use-of-crowdsourcing-enjoy.htmlCANNES WE DO IT? YES WE CAN!tag:typepad.com,2003:post-6a00d83455a24b69e2011571a068ad970b2009-07-02T06:18:00-05:002009-07-02T06:18:49-05:00If there is any lingering doubt that we are in the midst of fundamental transformations in the advertising and marketing industries, just read the beginning of this press release from June 30th: CANNES, France, June 30 /PRNewswire/ -- DDB Brazil and Tribal DDB Worldwide took home top honors at the...max lendermanhttp://www.experiencethemessage.com/blog/2009/07/cannes-we-do-it-yes-we-can.htmlBRANDS: ALL IN YOUR HEADtag:typepad.com,2003:post-684227592009-06-23T18:00:26-05:002009-06-23T18:00:26-05:00This is a pretty cool project: http://www.brandtags.net/ And please read this article from Fast Company to better understand the future of branding.max lendermanhttp://www.experiencethemessage.com/blog/2009/06/brands-all-in-your-head.htmlBREAKFAST WITH JOE PINEtag:typepad.com,2003:post-680592532009-06-12T22:31:01-05:002009-06-12T22:33:30-05:00I normally don't gush. Nor do I tolerate any sort of celebrity worship, where normally reasonable and intelligent people fall apart at the sight and touch of a VIP. But this morning I had breakfast at The Drake in Chicago with Joe Pine, author of Mass Customization, The Experience Economy...max lendermanhttp://www.experiencethemessage.com/blog/2009/06/breakfast-with-joe-pine.htmlBRILLIANT MARKETINGtag:typepad.com,2003:post-678534572009-06-08T13:48:39-05:002009-06-08T13:48:39-05:00Want to know the future of advertising and marketing? Just listen to the last sentence in this video: "they didn't advertise to people; they put people in it."max lendermanhttp://www.experiencethemessage.com/blog/2009/06/brilliant-marketing.htmlAN EFFING EFFIE! tag:typepad.com,2003:post-676402452009-06-04T14:46:00-05:002009-06-04T14:46:19-05:00I purposefully kee p my blog free of work examples from my professional life as an ECD for an experiential marketing agency. And I certainly never share news of any awards or industry recognition. I prefer this space to be reserved for authorship and inspiration, rather than a cheering section...max lendermanhttp://www.experiencethemessage.com/blog/2009/06/an-effing-effie-.htmlTHE RISE OF THE PAUPERtag:typepad.com,2003:post-675983832009-06-03T14:28:04-05:002009-06-03T14:35:29-05:00The consumer world is becoming poorer, and it has nothing to do with the economy. It has everything to do with the fact that there are 4 billion poor people who are yearning to join the consuming ranks, and those who are emerging into the middle class in countries like...max lendermanhttp://www.experiencethemessage.com/blog/2009/06/the-rise-of-the-pauper.htmlAPPLE DAY CAREtag:typepad.com,2003:post-672621512009-05-25T20:39:05-05:002009-05-25T20:43:34-05:00So I get this in my email, and I think to myself: is this cool or pandering. It takes me about 10 seconds to decide that it's cool: Apple wants to show my kids a good time. And I think to myself: maybe Apple knows something about raising kids that...max lendermanhttp://www.experiencethemessage.com/blog/2009/05/apple-daycare.htmlIS A MOVIE TIE-IN EXPERIENTIAL?tag:typepad.com,2003:post-670993812009-05-21T06:25:59-05:002009-05-21T06:28:11-05:00I just read of this new deal between Burger King and Paramount Pictures: Burger King has for the first time committed to one movie studio for its summer movie marketing. And in turn, Paramount Pictures is for the first time engaging in three consecutive move tie-ins with the same brand....max lendermanhttp://www.experiencethemessage.com/blog/2009/05/is-a-movie-tiein-experiential.htmlBRAND NEW WORLD: A LOOK INSIDE...tag:typepad.com,2003:post-667766952009-05-14T12:20:17-05:002009-05-14T12:20:17-05:00So, the book is doing well in Canada. Right now, it rests as the #1 book on Global Marketing on Amazon.ca. I hear there are a stacks of the books at Chapters -- so, please recommend it to anyone interested in learning about the new global marketing paradigm shift!!!!!! I'll...max lendermanhttp://www.experiencethemessage.com/blog/2009/05/brand-new-world-a-look-inside.htmlNICE COMMENTARY, GOOD THINKINGtag:typepad.com,2003:post-664227872009-05-05T22:42:27-05:002009-05-05T22:42:27-05:00He's done it again. Here's a really good post by Erik Hauser, a visionary XM thinker, in Chief Marketer magazine. Kind of reminds me of my Foreword in Experience the Message.max lendermanhttp://www.experiencethemessage.com/blog/2009/05/nice-commentary-good-thinking.htmlBRAND NEW WORLD UPDATEtag:typepad.com,2003:post-663589872009-05-04T13:57:14-05:002009-05-04T13:57:14-05:00Hi friends, Brand New World is the #1 title for Global Marketing on Amazon.ca. I'm very stoked. In honor of our brand new world, please find this super cool concept called Playing For Change:max lendermanhttp://www.experiencethemessage.com/blog/2009/05/brand-new-world-update.htmlBRAND NEW WORLD IS NOW AVAILABLE!!!!tag:typepad.com,2003:post-658945412009-04-22T16:09:18-05:002009-04-22T16:09:18-05:00Brand New World has now been published in Canada and will soon be (hopefully) available in the US and across the world. For anyone wishing to get a copy (or copies!!!!!), you can find it on Amazon.ca, Chapters.Indigo, and Concordia University Bookstore, or at any major bookstore in Canada. I'm...max lendermanhttp://www.experiencethemessage.com/blog/2009/04/brand-new-world-is-now-available.htmlMY FAVORITE EXPERIENTIAL SPOTtag:typepad.com,2003:post-654427032009-04-14T07:57:23-05:002009-04-14T07:57:23-05:00Jim Stengel, former CMO of Procter & Gamble admitted in this interview that this is his favorite commercial. I write about this because ever since it came out a few years ago, this has been my favorite commercial as well, a spot that is as experiential as it gets. It...max lendermanhttp://www.experiencethemessage.com/blog/2009/04/my-favorite-experiential-spot.htmlHOLY SHIT: PUBLISHING IS NOT DEAD!!!!tag:typepad.com,2003:post-646140652009-03-25T09:29:19-05:002009-03-25T09:35:33-05:00In the book Brand New World, I touch on the notion that exclusive and limited-edition brands (and the marketing around them) will be a prevalent form of beating consumer malaise, and more importantly, brand piracy. So check out this "limited edition" magazine! Swedish magazine Tare Lugnt have released their third...max lendermanhttp://www.experiencethemessage.com/blog/2009/03/holy-shit-publishing-is-not-dead.htmlRECESSIONARY RETAILtag:typepad.com,2003:post-641947012009-03-15T20:58:32-05:002009-03-15T20:58:32-05:00Report: Discounting Damages Brands...according to Brandweek (duh): The Dollars & Consumer Sense 2009 study, released today, finds that consumers often have a negative reaction when they see the price slashed for their favorite product or service. In fact, 70 percent of respondents to the Yankelovich poll said such cuts probably...max lendermanhttp://www.experiencethemessage.com/blog/2009/03/recessionary-retail.htmlTHE "NEW NORMAL" EXPERIENCEtag:typepad.com,2003:post-641940992009-03-15T20:48:50-05:002009-03-15T20:48:50-05:00Although this article talks about consumer opinion about products and services, I couldn't read it without thinking that it applies to the relationship between agency and client: "Value" is today's ubiquitous marketing cry, but pinning down what constitutes value from the consumer's perspective is the real challenge. According to Mintel...max lendermanhttp://www.experiencethemessage.com/blog/2009/03/the-new-normal-experience.htmlEXPERIENTIAL MARKETING IN A NUTSHELL...(WITH AN EMPHASIS ON NUT?)tag:typepad.com,2003:post-633799292009-02-26T10:27:17-06:002009-02-26T10:27:17-06:00THIS IS TOO DAMN AWESOME. Taking a page from Radiohead and Nine Inch Nails’ recent forays into tiered and pay-as-you-wish pricing strategies for albums, former NIN drummer Josh Freese has developed a wacky but potentially smart pricing system for his new album. At the first levels you can purchase the...max lendermanhttp://www.experiencethemessage.com/blog/2009/02/experiential-marketing-in-a-nutshellwith-an-emphasis-on-nut.htmlHOW TO WALK THE WALKtag:typepad.com,2003:post-633100672009-02-24T20:48:38-06:002009-02-24T20:49:24-06:00I love the attitude of this story and the brand. I love how ballsy it is. Red Bull, with some assistance from Oakley, has just built a secret half-pipe on the backside of Silverton Mountain in Colorado for snowboarder Shaun White’s training purposes. The area can only be accessed by...max lendermanhttp://www.experiencethemessage.com/blog/2009/02/how-to-walk-the-walk.htmlSOME NEWS OF NOTEtag:typepad.com,2003:post-632288512009-02-23T09:30:05-06:002009-02-23T09:49:03-06:00Here's a good one! Microsoft is planning on opening a number of proprietary brand stores throughout the United States. Taking a page out of the Apple playbook, the PC giant is planning on improving its brand image and access with the stores. According to this article in the New York...max lendermanhttp://www.experiencethemessage.com/blog/2009/02/some-news-of-note.htmlTHE BRAND EXTENSION AS EXPERIENCEtag:typepad.com,2003:post-626988552009-02-11T11:07:22-06:002009-02-11T11:07:22-06:00I've written a number of posts on the branded brand, or the notion that authentic brand experiences can be communicated through innovative brand extensions and co-brand partnerships (think Nike+). In my next book, I examine the branded brand even further, using learnings from the Chinese counterfeit and pirate scene as...max lendermanhttp://www.experiencethemessage.com/blog/2009/02/the-brand-extension-as-experience.htmlMARKETING IS A RIGHT BRAIN BUSINESStag:typepad.com,2003:post-623696462009-02-04T11:04:06-06:002009-02-04T11:04:06-06:00Rarely do I agree with articles in Ad Age, and rarer still do I agree with the old guard like Al Reis. But his latest column in the venerable ad bible is worth a read. In essence, Al says, "left-brain management will never understand right-brain marketing." Filled with old-time anecdotes...max lendermanhttp://www.experiencethemessage.com/blog/2009/02/marketing-is-a-right-brain-business.htmlTHE PRICE OF EXPERIENCEtag:typepad.com,2003:post-621209782009-01-29T16:21:21-06:002009-01-29T16:21:21-06:00This interesting article in the New York Times revisits the Radiohead experiment of allowing its fans to pay what they want for a new album from the band. (I write about this in more depth in the upcoming Brand New World). According to the article: By letting Internet buyers name...max lendermanhttp://www.experiencethemessage.com/blog/2009/01/the-price-of-experience.htmlAN OLD INTERVIEW WITH A YOUNG MANtag:typepad.com,2003:post-619014882009-01-25T21:17:38-06:002009-01-25T21:17:38-06:00The following is an old piece (circa 2005 or so) from the CBC in Canada concerning youth marketing and me, personally. The clip picks up a few minutes into the segment, presented by CBC's Jesse Brown. Download the Interviewmax lendermanhttp://www.experiencethemessage.com/blog/2009/01/an-old-interview-with-a-young-man.htmlAND THEN THERE'S THIS....tag:typepad.com,2003:post-616511822009-01-20T11:34:20-06:002009-01-20T11:34:20-06:00Okay, see my last post below. This Apple app is the yin to it's yang: A new application has been launched for the iPod touch to help gun users line up a clean shot at their target. The BulletFlight app, which costs £6.99 to download from the iTunes store, has...max lendermanhttp://www.experiencethemessage.com/blog/2009/01/and-then-theres-this.htmlTHE APP EXPERIENCEtag:typepad.com,2003:post-615196062009-01-17T12:41:44-06:002009-01-17T12:41:44-06:00I just think this is so cool. Art meets gameplay meets iPhone. I suppose all iPhone apps are experiential in some way, but this type of execution is the tip of the proverbial iceberg in terms of how deep and engaging those app experiences could become.max lendermanhttp://www.experiencethemessage.com/blog/2009/01/the-app-experience.htmlSHAMELESS BOOK PLUG...POR ESPANOL!tag:typepad.com,2003:post-612275402009-01-12T10:53:09-06:002009-01-12T10:53:09-06:00Big up to all my Spanish-speaking readers!!!! If I haven't mentioned it before (and I know that I did), here's the link to the Spanish version of Experience the Message.max lendermanhttp://www.experiencethemessage.com/blog/2009/01/shameless-book-plugpor-espanol.htmlEXPERIENCE A WARtag:typepad.com,2003:post-611783582009-01-11T08:30:11-06:002009-01-11T08:30:11-06:00If you think that selling ice to Eskimos is a hard proposition, how about selling the US Army at a time of war? I have written about the Army's experiential strategy to get more folks to join their ranks in both Experience the Message and the upcoming Brand New World...max lendermanhttp://www.experiencethemessage.com/blog/2009/01/experience-a-war.htmlEXPERIENCE THE ANGSTtag:typepad.com,2003:post-610243582009-01-07T19:37:09-06:002009-01-07T19:37:09-06:00I had heard of a bunch of metal-heads in an Eastern European country had wired up a junk yard with speakers and would invite their fellow head-bangers to come over and smash shit up while listening to deafening speed metal. It seemed like a most beautiful and sublime idea to...max lendermanhttp://www.experiencethemessage.com/blog/2009/01/experience-the-angst.htmlTHE FUTURE IS HERE...KINDAtag:typepad.com,2003:post-606144922008-12-30T20:00:46-06:002008-12-30T20:00:46-06:00It's almost the next year, so in the spirit of forward-thinking and prescience, allow me to share this eye-opening article from the New York Times: "Ad Agencies Fashion Their Own Horn, and Toot It." Yes, the title is utterly atrocious, but the meat of the story is the future of...max lendermanhttp://www.experiencethemessage.com/blog/2008/12/the-future-is-herekinda.htmlEXPERIENCE MAKES AN AGENCYtag:typepad.com,2003:post-600364942008-12-15T09:50:47-06:002008-12-15T09:50:47-06:00According to an article in Adweek: As in past years, Reardon Smith Whittaker, a consultancy that coaches agencies on new business development, focused on why clients seek new agencies, what they look for and how satisfied they are with the results. The top-ranked reasons the respondents cited for launching reviews...max lendermanhttp://www.experiencethemessage.com/blog/2008/12/experience-makes-an-agency.htmlEXPERIENTIAL MARKETING ARRIVES AT THE NEW YORK TIMEStag:typepad.com,2003:post-593766582008-12-02T13:05:16-06:002008-12-02T13:05:16-06:00It's taken years for Stuart Elliot at the New York Times to begin seriously covering the rise of experiential marketing, as he has finally delivered...sort of. Sure, it's taken a cool out-of-home campaign from Kraft in Chicago to get his attention, but at least he's calling it "experiential" in his...max lendermanhttp://www.experiencethemessage.com/blog/2008/12/experiential-marketing-arrives-at-the-new-york-times.htmlEXPERIENTIAL DIRECT MAIL?!?!tag:typepad.com,2003:post-589532242008-11-23T19:28:42-06:002008-11-23T19:28:42-06:00How cool is this? A detergent brand in Thailand decided to send samples of Breeze Excel. The package was wrapped in a t-shirt and dropped in the mail. The proof of the detergent's efficacy was then picked up throughout the package's journey. What better way to showcase how a product...max lendermanhttp://www.experiencethemessage.com/blog/2008/11/experiential-direct-mail.htmlSHAMELESS BOOK PLUGtag:typepad.com,2003:post-589035202008-11-22T09:44:58-06:002008-11-22T09:44:58-06:00Howdy! My speaking agent has posted my updated page with the new book's subject (Brand New World) as well as my first book (Experience the Message). Check it our here! And just a reminder: Brand New World will be published in March 2009. Hit me up on email or in...max lendermanhttp://www.experiencethemessage.com/blog/2008/11/shameless-book-plug.htmlTHE BEST FLASH MOB EXPERIENCEtag:typepad.com,2003:post-587976322008-11-20T15:48:50-06:002008-11-20T15:48:50-06:00Many of you have already heard of the Improv Everywhere stunts for flash mobs. They are exceptionally well-conceived and executed, and have done some very heavy lifting in getting the concept of a flash mob onto the radar screens of marketers and advertisers alike. But Improv Everywhere’s latest prank is...max lendermanhttp://www.experiencethemessage.com/blog/2008/11/the-best-flash-mob-experience.htmlTHE OBAMA EXPERIENCEtag:typepad.com,2003:post-584568622008-11-13T09:28:31-06:002008-11-13T09:28:31-06:00I have to re-post a note written by Tim Manners, editor of Reveries.com: "Thomas Jefferson used newspapers to win the presidency, FDR used radio to change the way he governed, JFK was the first president to understand television and Howard Dean saw the value of the web for raising money,"...max lendermanhttp://www.experiencethemessage.com/blog/2008/11/the-obama-experience.htmlRANDOM ARTICLES OF NOTEtag:typepad.com,2003:post-577901592008-10-30T14:34:38-05:002008-10-30T14:34:38-05:00Again, and I have been writing this often, I apologize for a lack of updates. In the spirit of uncorking the bottle, I've listed here a number of past articles that have caught my attention, and should catch the attention of thoughtful marketers and advertisers alike. In no particular order:...max lendermanhttp://www.experiencethemessage.com/blog/2008/10/random-articles-of-note.htmlTHE FEEL-GOOD EXPERIENCEtag:typepad.com,2003:post-566668312008-10-07T11:28:28-05:002008-10-07T11:28:28-05:00Not that this should be a surprise to anyone who is engaged in this world: a new study from Cone Inc. indicates that 79% of consumers say they are likely to switch to another brand if it is associated with a good cause, and 38% say they have purchased a...max lendermanhttp://www.experiencethemessage.com/blog/2008/10/the-feel-good-e.htmlEXPERIENTIAL SUPPLEMENTtag:typepad.com,2003:post-563242012008-09-30T08:15:17-05:002008-09-30T08:15:17-05:00Quick note: Adweek has a special insert section this week all about experiential marketing. You can find it here. (Full disclosure: I co-wrote the intro piece to the section.) PS. I'm almost done with the book. Sorry I haven't been updating as frequently. I blame the bail out.max lendermanhttp://www.experiencethemessage.com/blog/2008/09/experiential-su.htmlEXPERIENTIAL ALBUM LAUNCHtag:typepad.com,2003:post-558067162008-09-18T12:06:00-05:002008-09-18T12:06:00-05:00According to Adrants: For its album Dig Out Your Soul, international super-band Oasis gathered 15 street bands and taught them the lyrics and sheet music for four of its new songs. Last week, the bands were then deployed all over the city -- mostly to subways -- to perform the...max lendermanhttp://www.experiencethemessage.com/blog/2008/09/experiential-al.htmlONE OF THE BEST STUNT CAMPAIGNS I HAVE EVER SEEN!!!tag:typepad.com,2003:post-551526362008-09-04T16:58:13-05:002008-09-04T16:58:13-05:00max lendermanhttp://www.experiencethemessage.com/blog/2008/09/one-of-the-best.htmlRINGTONE SYMPHONYtag:typepad.com,2003:post-550221502008-09-02T12:23:50-05:002008-09-02T12:23:50-05:00I love this idea. It is art and it is beautiful. There are many examples of people turning technology and gadgetry into something more profound or sublime than its intent. And this, from artist Max Richter, is just that. Anyone have a cell phone client they want to share this...max lendermanhttp://www.experiencethemessage.com/blog/2008/09/ringtone-sympho.htmlCAUSAL CAPITALISM FOR THE KIDDIEStag:typepad.com,2003:post-546444882008-08-25T06:18:30-05:002008-08-25T06:18:30-05:00The rise of beneficent marketing is upon us. The next generation of consumers will determine their brand loyalties and levels of brand engagement through an internal filter that makes cause marketing and corporate philanthropy an integral part. A forward thinking company called Edo Interactive has introduced the facecard, for teens...max lendermanhttp://www.experiencethemessage.com/blog/2008/08/causal-capitali.htmlEXPERIENTIAL TRAVEL AT THE NEXT LEVELtag:typepad.com,2003:post-537892742008-08-05T14:05:00-05:002008-08-05T14:05:00-05:00We all know of the new trend in travel is to make it more experiential. Instead of lying on the beach like a marooned mammal, we are going on wine tours or climbing peaks. We are making the experience into the centerpiece of the vacation. So how awesome is this...max lendermanhttp://www.experiencethemessage.com/blog/2008/08/experiential--1.htmlEXPERIENTIAL ADS IN AN EXPERIENCE WORLDtag:typepad.com,2003:post-536049162008-08-01T09:29:27-05:002008-08-01T09:29:27-05:00This Ad Age article about UK-based Mother Experience has made me grind my teeth. As readers of this blog know, I never (purposely) write about my clients or campaigns. It's the latent journalist in me. Whenever there is a connection, I try to include a disclosure statement. So, upon commenting...max lendermanhttp://www.experiencethemessage.com/blog/2008/08/experiential-ad.htmlEXPERIENTIAL BILLBOARDtag:typepad.com,2003:post-531106502008-07-23T07:56:27-05:002008-07-23T07:56:27-05:00Those who know me and read this blog know that I am a sucker for cool out-of-home media like billboards, posters and bus shelters that provide cool and thoughtful experiences for its intended audience. So this quick piece at PSFK is no exception. I just love the simplicity and the...max lendermanhttp://www.experiencethemessage.com/blog/2008/07/experiential-bi.htmlEXPERIENTIAL MARKETING EN ESPANOLtag:typepad.com,2003:post-530177142008-07-21T11:51:32-05:002008-07-21T11:51:32-05:00Oh yeah, I forgot to mention that Experience the Message is available in Spanish. Here is the link to the book. If anyone is fluent in Spanish, could you let me know what it says. Thanks!max lendermanhttp://www.experiencethemessage.com/blog/2008/07/experiential-ma.htmlTHE PIRATES OF EXPERIENCEtag:typepad.com,2003:post-530160982008-07-21T11:19:00-05:002008-07-21T11:19:00-05:00In my forthcoming book...now titled "Brand New World"...an entire chapter is devoted to piracy and pirated brands, and how this upstart phenomenon (if you discount buccaneering) is radically transforming the way companies brand and go to market. So it's nice to see The Economist drop this article on piracy, and...max lendermanhttp://www.experiencethemessage.com/blog/2008/07/the-pirates-of.htmlFRUIT BRANDINGtag:typepad.com,2003:post-528227262008-07-17T10:11:47-05:002008-07-17T10:11:47-05:00A short blurb on PSFK presents a new advertising medium: fruit. It seems Chinese farmers have discovered how to grow a logo on fruit. Yippee! A friend of PSFK recently sent us some pictures of a designer fruit made in Dongguan, China. The premise seems to be a marketing sticker...max lendermanhttp://www.experiencethemessage.com/blog/2008/07/fruit-branding.htmlBRILLIANT! A CELL PHONE TO SAVE LIVEStag:typepad.com,2003:post-527298682008-07-15T11:31:55-05:002008-07-15T11:31:55-05:00This is simply a great idea! A mobile phone operator in South Korea is offering users a new service that claims to repel mosquitoes. From Monday, subscribers to SK Telecom Company will be able to download a sound wave that humans cannot hear, but that annoys mosquitoes within a range...max lendermanhttp://www.experiencethemessage.com/blog/2008/07/brilliant-a-cel.html