Our Executive Creative Director Jonny Boyle sat down with Dentsu's Chief Strategy Officer Dave Winterlich for The The Irish Times' Inside Marketing podcast recently, and one line from the conversation has stuck with us:
"Rather than asking what you want people to do, it's how do you want people to feel?"
It sounds simple. It isn't. Most brand experience is still built backwards from that question, chasing attention and tickable KPIs, rather than starting with the feeling a brand wants to leave behind.
Jonny and Dave get into why that shift matters more now than it used to. Clients aren't satisfied sponsoring culture anymore, they want to be inside it. That's a harder brief to write, but a far more interesting one to deliver.
They also talk through:
- Why a two Michelin star chef's approach to changing cutlery might be one of the best case studies in experiential marketing you'll hear this year
- The Omotenashi Effect, the Japanese principle of proactive hospitality, anticipating needs before anyone has to ask
- A hot dog. Bought last minute, for a stranger, in a New York restaurant. It says more about brand loyalty than most campaign decks manage in forty slides
It's the kind of conversation worth the listen, whether you're planning your next brand experience or wondering why some experiences stay with people when most don't.
Listen: Inside Marketing, The Irish Times
Read: the full feature
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