The Voice of Experience

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 grow...

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 brand...

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...

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 c...

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 authe...

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 adve...

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 str...

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 con...

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 o...

In this episode of VoX, Max and Elke are joined by Olympic and Paralympic expert Erin Greene to discuss the upcoming Milano Cortina Winter Games, exploring the unique aspects of the event, the role of brands, and the significance of the 100-day countdown. They delve into how brands can authentically connect with the Italian spirit while adapting their strategies to reach younger audiences, particu...

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 e...

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 f...

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...

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 potentia...

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 t...

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 rese...

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!

The Voice of Experience is back with a special guest, as GMR Chief Creative Officer Krista Hansen joins Elke and Max for an insight-laden discussion on the future of experience marketing. What does it mean to balance human intuition with data-driven insights as part of a healthy creative process? Is failure truly inevitable in a successful creative career? The group examines these questions and mo...

In this episode of "The Voice of Experience," we dive into the spectacular brand experiences at Coachella 2025 through Elke's first-person view after attending. Explore how iconic brands blended physical and digital engagements, embraced collaborations, and created unforgettable memories. From AI-driven interactions to genuine human moments, discover the power of funflation and why brands are now...

Earth Month 2025 is coming to an end, and in a special edition of The Voice of Experience, Elke and Max are joined by guests Fran Sutter and Alla Dragoun to peer in to intersecting worlds of brand marketing and sustainability. Where is the gap between a company espousing sustainability-first values and the behavior of its brand(s)? What's the line between effective sustainable brand experiences an...

When was the last time a brand made you laugh? Not chuckle, not stop and smile, but truly gave you that deep-in-your-gut kind of laugh that you can't control? For Max and Elke, it feels like it's been a little while, so on this episode of the Voice of Experience, they talk through the differences between being humorous and being funny, their own experiences leading campaigns that were more the lat...

The influx of AI tools available for marketers has rapidly changed how human-centered creativity drives brand campaigns and the ideation required to build them. In this episode of The Voice of Experience, Max and Elke dig in to how this rapidly-changing landscape is impacting creativity, with Max believing that AI is ultimately an enabler in unlocking the next great wave of human creativity and th...

Even the best brand marketers make mistakes, but could you spot when a brand is deliberately making moves that take advantage of their customer loyalty? In this episode of VoX, Elke and Max are joined by a special guest, GMR Marketing CEO Tyson Webber, to discuss what's the line between an honest mistake and a "dick move." As we find out along the way - the line is different for everyone.