Arm Everywhere
Service: Brand Experience
From first flight to the moon: the speed of innovation
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
Warner Bros. Games
Expo 2020: Norway Pavilion
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
The experience economy: why brands must get it right, or not bother at all
Brands that create experiences aren’t just seen, they’re remembered. But while the right activation can be a game-changer, the wrong one can be a disaster. Michael Gietzen explores why experiential events resonate
Arada
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
The friction problem: why live experience is the antidote to the AI content crisis
As AI makes content effortless, engagement is getting harder to earn. Matt Margetson, Innovation Director, part of the Tomorrow innovation team at Identity, argues that
Reinvention or risk? Why experiential is your smartest bet
Brands often face a defining choice: evolve or erode. Michael Gietzen, Group CEO of Identity, explores the paradox of reinvention, why change both fuels and threatens