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: Content Innovation & Digital Storytelling
Why the best brands are doubling down on human experience
George Perry, Global Business Development Director at Identity, on why the rise of AI is making human experience more valuable, not less, and what 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
Innovation that earns its place
George Perry, Global Business Development Director, explores why innovation is no longer a ‘nice to have’ in brand experience. As budgets tighten and expectations rise,
Authenticity as infrastructure: why creators are the new attention economy
Martin Fullard, Marketing & Communications Director, explores how social media creators have moved from fringe personalities to essential parts of the attention economy, acting as
Identity delivers the Mayor of London’s message of unity
London welcomed 2026 with a world-class New Year’s Eve firework display that celebrated the capital’s spirit of unity, bringing millions of people together across the
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
Making tech work for your audience
Oliver Colegrave, Senior Creative Strategist, argues that event tech only works when it works for your audience, cutting through the noise at Event Tech Live
If these walls could talk, would they tell your brand’s story?
Every building tells a story. In brand experience, architecture isn’t just the setting, it shapes the narrative. By listening to a venue’s history, quirks, and imperfections, brands can
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