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Brett Hyman is the president, CEO, and founder of NVE Experience Agency, which was recently named Ad Age’s Experiential Small Agency of the Year. As an expert in building and activating meaningful brand experiences from consumer products to Comic-Con, I asked Brett to help us define some of the labels used (and misused) in experiential marketing during our conversation on the On Brand podcast.
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About Brett Hyman
Brett Hyman is the president, CEO, and founder of NVE Experience Agency, a privately-owned brand experience and production company with offices in Los Angeles, New York, and London. Guided by 16 years of global agency and brand leadership experience, along with the principle that the right moment will transform someone forever, Hyman leads NVE’s team of cross-industry experts to deliver culturally connected campaigns and transformative experiences for some of the world’s most iconic brands and Fortune 500 companies including Amazon, Anheuser-Busch, Apple, Pandora, Lincoln Motor Co., Hennessy, Tinder, Twitter, AT&T, PlayStation, and more.
“There are peaks and troughs in every brand experience,” Brett noted. “Even with going to Disney, it’s not a constant peak.” You have to work to amplify the peak moments.
Fans vs. the masses. You have to define who you’re trying to reach with your experience—the super fans or the masses. With a recent Dungeons and Dragons activation for Paramount, NVE wanted to reach new people.
Lighting Round! I asked Brett to define some of the most used and misused terms when it comes to experiential marketing.
- Activation—“It used to be a physical build-out. Now it’s how a brand shows up for consumers.”
- Experience—“What consumers believe they will feel as a result of interacting with a brand.”
- Experiential 1.0—“What a brand is going to do.”
- Experiential 2.0—“How, where, and why they’re going to do it—how brands show up for their customers and build a deeper and more meaningful relationship.”
- Integrated—“Embedding strategic insights, cultural empathy, and inclusive values into marketing.”
- Interactive—“Transcending the boundaries of events by allowing consumers to use technology to extend their experience.”
How can a small brand build meaningful experiences? First, it doesn’t have to be as big as Comic-Con. “Don’t worry about making it big. Make it real.”
What brand has made Brett smile recently? “It was actually one of the first things we talked about during the interview”—NVE’s recent brand activation for Paramount’s Dungeons and Dragons series at Comic-Con.
To learn more, check out the website for Brett’s company NVE Experience Agency. You can also connect with him on LinkedIn.
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