Everyone’s talking about digital fatigue, but physical experiences are firmly back on the agenda.

And yet… too many brand activations are still built like content factories in the quest to go viral. Designed for capture. Measured by impressions. Engineered for the feed.

As a result, events feel hollow in the room – and forgettable online.

Sense and Hue & Cry are bringing together a group of senior marketers for a candid morning conversation about what actually drives impact in brand experience today.

We’ll explore why experience design and narrative strategy must be conceived together – from day one – to create culturally attuned moments with emotional depth, commercial substance and stories that genuinely travel.

WHAT WE’LL COVER:

• Why some brand events fail twice – offline and online – and how to avoid this trap
• The role of trends within brand experience – and whether they’re a help or a hindrance
• The three principles that create memory, meaning and earned amplification