Immersive Brand Experiences with Gina Michnowicz
Gina is CEO/Chief Creative Officer of The Craftsman Agency, where she focuses on creating magical experiences and immersive stories for brands like Disney and Microsoft. Where does one start with experiential marketing and brand experience? We discussed all of this and more this week on the On Brand podcast.\n\nAbout Gina Michnowicz\nGina Michnowicz is CEO and Chief Creative Officer of The Craftsman Agency, where she focuses on creating magical moments through custom experiential marketing and immersive storytelling for B2B and B2C brands. With past clients including Cisco, Disney, Paramount, and Microsoft, Gina has led projects from concept to delivery of immersive digital experiences, experiential installations, websites, and bespoke advertising campaigns.\nGina\u2019s work spans from marketing and sales within brands, to agencies, to management consulting. Her time in management consulting has strengthened her ability to think both strategically and creatively, leading teams to push the envelope with work that surprises and intrigues prospective clients.\n\xa0\nEpisode Highlights\nFirst things first, how do you create a magical brand experience for an already magical brand like Disney? \u201cOh it\u2019s everything\u2014sometimes it\u2019s a 12\u201d chocolate dress for Cruella,\u201d Gina explained citing her agency\u2019s recent activation for the Disney film.\nThe importance of being unexpected. \u201cEspecially today\u201d Gina stressed, noting the noisy world we consumers find ourselves in.\nAsking questions. Gina\u2019s background as a management consultant provided great context for developing strategic brand experiences and activations. \u201cManagement consultants ask a lot of questions.\u201d This is especially useful in determining clients\u2019 needs and what form of experience will work best.\nHow do you measure brand experience? \u201cYou have to connect and have social be your elixir.\u201d Gina also mentioned the importance of hashtags, ambassadors, and simplicity in executing a successful experience.\nWhat brand has made Gina smile recently?\xa0\u201cDisney makes me smile every day,\u201d Gina noted. She also mentioned regular smiles from the Four Seasons Maui.\nTo learn more, connect with Gina on\xa0Instagram, Twitter, and LinkedIn and check out The Craftsman Agency website.\n\xa0\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do 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\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices