Technological progress moves at breakneck speed, but not every idea lands at the right time. Michael Gietzen explores what the evolution of flight can teach us about
From first flight to the moon: the speed of innovation
Service: Audience Insight & Trends
The space pen problem: why simplicity wins in experiential marketing
Bigger budgets don’t always mean better experiences. Michael Gietzen explores why the best experiential activations focus on simplicity, impact, and execution, rather than unnecessary complexity. Yesterday’s Artemis II launch got
Request your copy: Making World Economic Forum work for your brand
At the World Economic Forum in Davos, showing up has never been easier — yet succeeding has never been harder. The annual gathering at Davos
What American audiences actually want from brand experiences
US audiences are choosing experiences that feel authentic over those that feel designed to impress. The data reveals what they’re actually responding to in 2026, says James Howitt, VP Client
Formula 1: the ultimate experiential brand evolution
Formula 1 has transformed from an exclusive motorsport into a global entertainment phenomenon. Michael Gietzen explores how live experiential marketing, multi-channel engagement, and storytelling turned
Oversaturation: how to make your event stand out
In a crowded conference landscape, especially for mid-sized events, differentiation starts with understanding how people really behave today and being brave enough to design for
Strategic creativity: Where behavioural insight meets bold execution
Emma Gardner, Executive Design Director at Identity, on why the most effective creative work leverages human behaviour to cut through competition and drive meaningful, measurable impact. The
Driving inclusivity in practical ways
How can we move beyond good intentions and take simple, practical steps to make everyone feel included, represented, and able to belong? Janet Dodd, Chief
Whose brief is it anyway; the brand or the audience?
Balancing brand objectives with shifting audience expectations is one of the biggest challenges in experiential events. George Perry, Global Business Development Director at Identity, explores
How WhatsApp became the smartest tool in the shed: rethinking event engagement with Digital Concierge
Forget clunky apps and printed guides. Identity’s new Digital Concierge uses WhatsApp to create seamless, intelligent engagement with zero friction. Malcolm Che, Head of Strategy