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b'\\u201cWe create experiences that touch the heart.\\u201d In our increasingly digital world, it may surprise some to learn that creating engaging physical experiences for brands is still a priority for marketing leaders. Christian Lachel is an architect of these experiences through his work at BRC Imagination Arts creating \\u201chomes\\u201d for brands like Ford and Jameson. We explored all of this and more on this week\\u2019s On Brand podcast.\\n\\xa0About\\xa0Christian Lachel\\nChristian Lachel is a world-renowned expert at turning brands into destinations. He\\u2019s an accomplished creative director and storyteller who brings creativity, design expertise, business acumen and strategic direction to BRC Imagination Arts. Christian creates emotional experiences that help guests gain a deeper appreciation of themselves and the world. He has done this for some of the top destinations in the world, including The Heineken Experience, The Guinness Storehouse, The Ford Rouge Factory Tour, The World of Coca-Cola and Story Garden by AMOREPACIFIC.\\nEpisode Highlights\\nWhat is a brand experience? If you need a lesson in brand experience 101, \\u201cIt\\u2019s the spiritual home of a brand \\u2014 these brand homes are really popular as they create places that celebrate the brand and the stories they bring to life.\\u201d\\nExperience isn\\u2019t easy. \\u201cI see a lot of neat ideas in the space but do they resonate with their audience? Do they deepen advocacy? It\\u2019s not just putting your logo on a big tent at Coachella. It\\u2019s a common struggle, connecting the brand to experience.\\u201d\\nThe key to brand experience at BRC Imagination Arts. \\u201cWe have a saying \\u2014 the best brands celebrate the world of the audience.\\u201d If your brand has a story, you have to find how those stories connect with the values of your audience. Once you understand that, you can start to create what Lachel calls \\u201cbrand souvenirs.\\u201d\\nWhat brand experience does Christian love talking about? Originally from the Chicago area, Lachel had the opportunity to be a part of the team that created the Lincoln Library and Museum in Springfield, a spiritual home for the Lincoln brand. \\u201cMy favorite part of any project is waiting for people to come through and seeing their faces.\\u201d\\nWhat brand has made Christian smile recently? Lachel pointed us to a German ad for Volkswagen featuring horses backing up an SUV. He laughed so hard at the spot he got weird looks on the plane! More importantly, it tapped into that \\u201csense of wit\\u201d that has been such an enduring part of the Volkswagen brand.\\nTo learn more, go to brcweb.com.\\nAs We Wrap \\u2026\\nBefore we go, I want to flip the microphone around to our community \\u2026\\nRecently, Kerry Gorgone gave us a shout on Twitter for our episode featuring Mack Collier. Thanks for listening!\\nDid you hear something you liked on this episode or another? Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nSubscribe to the podcast \\u2013 You can subscribe to the show via iTunes, Stitcher, and RSS.\\n\\n\\nRate and review the show \\u2013 If you like what you\\u2019re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.\\n\\n\\nRegister now for Social Brand Forum 2017 \\u2014 September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more. Learn more.\\n\\n\\nRemember \\u2013 On Brand is brought to you by my new book \\u2014 Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\\xa0Order now at Amazon and check out\\xa0GetScrappyBook.com\\xa0for special offers and extras.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'