Kurt Geiger Confirmed: The New Brand Currency Is Experience & Belonging, Not Buzz

Episode notes

What do pop-ups, playful giant handbags, and hyperlocal partnerships have in common? They’re not stunts. They’re strategy. Recorded LIVE at the Brand Advocacy Summit: London, this is the second of four exclusive episodes - straight from the stage. Verity & Paul sit down with Pascale Montaner (VP of Global Marketing @ Kurt Geiger) and Louisa O’Connor (Managing Director @ Seen Presents) to dig into why the smartest brands are leaning hard into the experience-driven economy. From transforming storefronts into storytelling tools, to building activations that speak louder than any ad ever could, this is the recipe for building real connection, loyalty, and long-term Advocacy. What You’ll Learn: Why We Crave IRL Connection & What Brands Must Do to Earn It: Digital fatigue is real. With 80% of Gen Z reporting loneliness, brands that build real-world spaces of belonging - not just spectacle - are winning attention and loyalty. How Pop-Ups, Sensory Design & Surprise Drive Advocacy: From stained-glass storefronts to surprise bagel drops, today's most successful brand experiences engage all the senses (as per Louisa’s expert experience); and give people stories worth telling.

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