Branding now has to be about real life experiences. When I was building Culture Kings I designed the stores to shift people's emotional state. The basketball court, the claw machine, the DJs, the theatre of it. Because I knew if I made them feel something they would pull out their phone. And that is the only way a memory forms. So when they went home and saw our ad six weeks later that feeling would come rushing back. That in-store experience built a $100 million retail business and a $200 million online business off the back of it. Your brand is built on the real life experiences you create. That is why I run experience days at my house. Yes it is a crazy house. But the whole point is to create a feeling that resonates so deeply the knowledge turns into action. We consume so much learning but act on so little of it. I want to change that. You have to spend on the in real life moments. Capture them organically. That is where true brand connection happens. That is what changes behavior. And ch
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