A Personal Note from David

This has been a long post in the making and possibly the last post here.  After over 5 years of writing this blog, we are currently in the process of closing down the Brand Experience Lab and determining how to split up everything between the partners.  While the economy certainly played a role in this decision, there were also internal differences about the future strategic direction of BEL and the in-cinema work that originated at BEL. I'm very disappointed by this development, but I wanted to let you know I'll be going back to my consulting work while options are being examined for final BEL disposition.  And who knows, maybe one day, the Brand Experience Lab will rise from the ashes again, like the mythical Phoenix!

"These days, many of us are so focused on the day to day that we lose sight of the incredible need to focus on future possibilities. David makes you see the world through a different set of lenses and imagine new ways to think and grow. The endless opportunities for business growth spew from this man's incredible creative mind in unimaginable ways. He is a talent you simply have to experience."  Mort Goldstrom, from the Newspaper Association of America.

I have received many supportive notes from people asking me what's happening next and how to reach me.  As the founder of Brand Experience Lab, I can assure you that I will continue with the spirit of Lab, wherever I go in the future.  I'm exploring a number of new opportunities and until I settle down, please e-mail or call me on my cell.  In the coming weeks, I'll be re-launching my blog and getting ready to announce a number of new partnerships and initiatives.

Creating brand experiences is just as important today, if not even more so, then when the Lab started almost 7 years ago.  In a world of social media and instant connections, brands need to have authentic, relevant and compelling brand experiences in order for the consumers to want to engage with them.  

While I explore my next steps, I will:

• Continue to be your source for the emerging technologies that you can use to create brand experiences. This includes cutting-edge technology experiences like group games, augmented reality and ubiquitous computing.
• Consult with brands & agencies on creating great, oneline brand experiences and help brands audit their experiences to see how they can be improved.  This includes brand ideation and storytelling charettes.
• Make presentations about emerging technologies or the importance of brand experiences.  I will also continue doing experience walking tours in NYC.  Other experience tours can be developed to meet your needs.
• Continue exploring the socialization of physical place and how offline interactivity can be used by brands as part of the experience strategy.

When we launched the Lab in 2003, it was one of the few, if not the only, R&D facilities in the advertising industry.  Today, more & more agencies are creating in-house labs to explore the breadth of emerging technologies out there.  That shows the importance of the work that BEL started.  Brands need to know what's coming down the road and how to use those new tools to communicate effectively.

"David is trying to connect technological thinking with making. He can think about interesting new technologies that work at 30,000 feet and, with the laboratory, he shows how it works at ground level."  Brian Collins, Former Director, Brand Integration Group, Ogilvy

Over the past seven years, we accomplished quite a lot at Brand Experience Lab, including:

• Helping move the experience conversation forward at a time when very few companies were even thinking about their brand experiences and helped many companies explore the role of experience as a part of their marketing strategy.
• Working with a number of companies to help them develop their brand story and their brand experiences.
• Helping introduce a number of emerging technologies at the Lab, including Magic Mirror (the prototype for AudienceGames), Synthetic Interview, directional sound systems and others, to brands and agencies.

I was very fortunate to have played a lead role in the launch of NewsBreaker Live, the first AudienceGames program, with SS+K and msnbc.com, which won a Gold Pencil.  I subsequently worked with the Volvo team to bring AudienceGames to the UK, which was called "one of the best marketing ideas in the world" by Brandweek magazine last year and brought AudienceGames to theaters across Poland for Orange.  AudienceGames was an excellent example of what we wanted to accomplish at the Lab.

"David's presentations engage the crowd whether they are playing an audience participation game on screen or hearing about new technologies that will help their business. He's always on the cutting edge and he doesn't just deliver a speech - he lives his message."  Marcia Tabler, RAMA Consultant

I'm excited as I move toward a new phase of my life.  I thank you very much for all of your time, the great conversations and the great projects we've done through BEL in the past.  I'm very thankful to have had the opportunity to speak around the world on the future of advertising, brand experiences and emerging technologies.  I believe that now, more then ever, you need an authentic, relevant and compelling brand experience to be successful in this economy.  I look forward to continuing to work with you in the future and would enjoy assisting you in creating those experiences.

David

Comments

[Gavin Heaton]

Best of luck, David. Looking forward to hearing what's next ;)

[Erik Fabian]

Good luck David!