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
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
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
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
The secret to delivering world-class international events isn’t just about scale – it’s about the relationships you build years before the first delegate arrives. Drawing
At SXSW, Malcolm Ché, Head of Strategy and Innovation at Identity, delivered one of the most thought-provoking talks on the future of design. For decades,
We don’t just experience the world through sight. The strongest memories and emotions are tied to all five senses: sound, touch, taste, scent, and movement.
Once seen as a futuristic novelty, VR in experiential marketing was often more clunky than compelling. Now, thanks to advancements in hardware, accessibility, and strategic
Progress on gender equality has been made, but more action is needed to ensure women step into senior leadership roles with confidence and support, says
How do you execute a strategy when the landscape refuses to stay still? In event management, agility is key, but only if the objective remains