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b'Alan \\u2013 and XRIgnite \\u2014 isn\\u2019t the only XR shepherding game in town! Samantha Wolfe \\u2014 who co-authored Marketing New Realities with previous XR for Business guest Cathy Hackl \\u2014 drops by to share her own insights on how best to help brands, businesses, and campaigns venture into the XR minefield, and come out the other end unscathed.\\n\\n\\n\\n\\n\\n\\n\\nAlan: Today\\u2019s guest is Samantha\\nWolfe, managing partner at we are PHASE2. Samantha is a marketing and\\nbranding strategist, focused on making \\u201cnever done before\\u201d\\na reality. Sam is a co-author of the book \\u201cMarketing New\\nRealities: An Introduction to Virtual Reality and Augmented Reality\\nMarketing, Branding, and Communications,\\u201d and is a contributing\\nauthor to Charlie Fink\\u2019s book \\u201cConvergence: How the World Will\\nBe Painted With Data,\\u201d with a chapter focused on augmented\\nreality for brands. She also runs the largest marketing and branding\\nFacebook group focused on VR, AR, and MR, which has over 2,500\\nmembers. She\\u2019s a board member of the New York VR Expo and South by\\nSouthwest Pitch, and has been on the judging panel for the Games of\\nChange Festival and the AWE Auggie Awards. To learn more about\\nSamantha, you can visit samanthagwolfe.com or wearephase2.com. \\n\\n\\n\\n\\nSamantha, welcome to the show.\\n\\n\\n\\nSamantha: Hi, Alan. Good to be\\nhere.\\n\\n\\n\\nAlan: It\\u2019s so amazing to have\\nyou on the show. We\\u2019ve known each other for a few years now, and we\\nkeep seeing each other at different conferences, and it\\u2019s always fun.\\nI think the last time was AWE, but before that was CES. This year we\\ngot to hang out in a glass booth; almost like a fishbowl in the\\nmiddle of CES.\\n\\n\\n\\nSamantha: I think our picture\\nwent up on Fox News or something like that.\\n\\n\\n\\nAlan: Oh, did it really?\\n\\n\\n\\nSamantha: Like, the two people\\nin the middle of the glass booth for VR Voice. And we had such a fun\\nconversation. I think Bob Fine was a little taken aback about how\\nexcited the two of us got together. So I\\u2019m excited for this\\nconversation!\\n\\n\\n\\nAlan: [laughs] This is gonna be\\na great conversation. And for those of you who don\\u2019t know, Bob Fine\\nruns a wonderful podcast called VR Voice, so you can check that out\\nas well. Samantha, you\\u2019re the managing partner at we are PHASE2. So,\\ntalk to us a bit about what is we are PHASE2, and what are you guys\\ndoing? And then we\\u2019ll just have a conversation around the wonderful\\nmarketing opportunities that virtual and augmented reality afford.\\n\\n\\n\\nSamantha: Absolutely. The way I\\nlike to talk about we are PHASE2 is that we are about marketing with\\nand for emerging technologies. We help companies who are in the\\nemerging tech space be able to market and communicate what they\\u2019re\\ndoing, but we also have companies who want to market to and with\\nthose emerging technologies. So if you\\u2019re an advertising agency or a\\nbrand who says, you know, \\u201cwe want to do something really\\ninnovative,\\u201d and want to integrate \\u2014 whether it be AR, VR, AI,\\nIoT \\u2014 into what you\\u2019re doing, that you could come to us and we\\u2019ll\\nhelp you through that process. Or if you\\u2019re like, \\u201cYou know\\nwhat? We need some developers to help work on this campaign that\\nwe\\u2019re doing.\\u201d We\\u2019ll work with you as well. The other thing I\\u2019ve\\nsaid is marketing emerging technologies and emerging technology\\nmarketing.\\n\\n\\n\\nAlan: Emerging technology\\nmarketing. I get it. So\\u2013\\n\\n\\n\\nSamantha: It\\u2019s both ways.\\n\\n\\n\\n[laughs]\\n\\n\\n\\nAlan: Are you talking about\\nvirtual/augmented/mixed reality, or are you guys also diving into\\nartificial intelligence and machine learning and IoT sensors and that\\nkind of stu'