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b'Brett Hyman is the president, CEO, and founder of NVE Experience Agency, which was recently named Ad Age\\u2019s 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.\\n\\nAbout Brett Hyman\\nBrett 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\\u2019s team of\\xa0cross-industry experts to deliver culturally connected campaigns and transformative experiences for some of the world\\u2019s most iconic brands and Fortune 500 companies including Amazon, Anheuser-Busch, Apple, Pandora, Lincoln Motor Co., Hennessy, Tinder, Twitter, AT&T, PlayStation, and more.\\n\\xa0\\nEpisode Highlights\\n\\u201cThere are peaks and troughs in every brand experience,\\u201d Brett noted. \\u201cEven with going to Disney, it\\u2019s not a constant peak.\\u201d You have to work to amplify the peak moments.\\nFans vs. the masses. You have to define who you\\u2019re trying to reach with your experience\\u2014the super fans or the masses. With a recent Dungeons and Dragons activation for Paramount, NVE wanted to reach new people.\\nLighting Round! I asked Brett to define some of the most used and misused terms when it comes to experiential marketing.\\n\\nActivation\\u2014\\u201cIt used to be a physical build-out. Now it\\u2019s how a brand shows up for consumers.\\u201d\\n\\nExperience\\u2014\\u201cWhat consumers believe they will feel as a result of interacting with a brand.\\u201d\\n\\nExperiential\\xa01.0\\u2014\\u201cWhat a brand is going to do.\\u201d\\n\\nExperiential 2.0\\u2014\\u201cHow, where, and why they\\u2019re going to do it\\u2014how brands show up for their customers and build a deeper and more meaningful relationship.\\u201d\\n\\nIntegrated\\u2014\\u201cEmbedding strategic insights, cultural empathy, and inclusive values into marketing.\\u201d\\n\\nInteractive\\u2014\\u201cTranscending the boundaries of events by allowing consumers to use technology to extend their experience.\\u201d\\n\\nHow can a small brand build meaningful experiences? First, it doesn\\u2019t have to be as big as Comic-Con. \\u201cDon\\u2019t worry about making it big. Make it real.\\u201d\\nWhat brand has made Brett smile recently?\\xa0\\u201cIt was actually one of the first things we talked about during the interview\\u201d\\u2014NVE\\u2019s recent brand activation for Paramount\\u2019s Dungeons and Dragons series at Comic-Con.\\nTo learn more, check out the website for Brett\\u2019s company NVE Experience Agency. You can also connect with him on LinkedIn.\\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'