WELCOME! This is the first post of our blog: Why EXP? So, it seems fitting to start with answering the title question. I’ll give it a shot.
I believe that marketing and advertising is at a crossroads (big news, I know). I won’t go into all the gory details, the journey from Don Draper to Mark Zuckerberg, but I will say this: with all the new technologies and methodologies matriculating into our industry, there is really only one thing you can be certain will still exist tomorrow.
People talk to each other. They meet up for drinks and share meals. They travel and cheer and fall in and out of love. They look up from their screens and step into the physical world because it is what binds us all together. A social network, a text message, a television show: these are mediums that reinforce those connections, but they are not their replacements.
Nothing can replace hearing a band play your favorite song live or the roar from the crowd rolling across the field as your team scores or the aching accomplishment of crossing an impossible finish line. These are the things that propel people forward, the things that make up what we call “life”.
This is why we believe live experiences should be the centerpiece of any brand’s attempt to connect with their consumers. A picture and words can only do so much to capture a product’s purpose or the spirit of a brand. It takes touching or feeling or tasting that product to truly appreciate it. It takes a shared experience with a brand to truly bond with it.
Yet as technology advances, it is becoming less of a distraction and more of a contributor. Phones that once begged you to take your eyes off the show now connect you directly to it. Screens now respond to your movements. An entire virtual world can be layered into your sight.
At OBE, we see this increasing mobility of technology and the power of physical experiences, and we believe their convergence provides the straight line away from the crossroads of the marketing industry. When a new technology catches our eye, we play with it and process it as part of an experience that bonds a consumer to our clients. We don’t know all the answers yet, but we feel we’re asking the right questions, and we’re having a lot of fun figuring it out.
That’s why this blog exists: to bring you, the reader, along for our ride. We’ll discuss the wild advancements in the marketing industry and contextualize them as contributors to the human experience.