What drives iconic brand loyalty isn't IP or broadcast reach—it's participation. On this episode of Voice of Experience, Max and Elke reveal why the next great brands will be built entirely bottom-up from fandom, not top-down from boardrooms. From Liquid Death to Disney's experiential dominance, dis…
The Voice of Experience
by Elke Jones + Max Lenderman
"The Voice of Experience" is a bite-sized podcast about the art & science of memorability. Hosted by marketing industry veterans Elke Jones and Max Lenderman, each episode explores what it takes to create unforgettable memories that attach humans to brands, forever. This is a quick, fast-paced and fun master-class, using proprietary quantitative and qualitative data, to reveal insights, identify tactics, and apply measurement to marketing and experiences that ensure the money your brand spends truly delivers memories that matter.
Latest Episodes
Max and Elke dive deep into the biggest insights from Cannes Lions, exploring how culture—not traditional media—has become the world's most valuable asset. They break down winning campaigns that redefined advertising: a football field turned shopping platform, a band reunion that built brand loyalty…
What happens when AI shifts from the thing brands want you to see to the thing they hide entirely? Max and Elke explore the invisible line between operational AI orchestrating experiences and the consumer backlash demanding genuine human connection. From synthetic audiences to raw creative authentic…
Coachella sold out in three days and generated $754M in earned media value — but at what cost to the fan? In this episode, Elke and Max unpack a seismic shift in experiential marketing: the rise of B2I (business-to-influencer). From creator economy sessions to brand activations designed for filming …
Discover how the Milano Cortina Winter Olympics 2026 signaled a massive shift in Olympic sponsorships and brand integration strategies. Max and Elke dive deep with Corban Baxter, GMR's EVP of Products, exploring what brands can truly learn for LA 28. Uncover integrated brand experiences, personalize…
In this episode of the Voice of Experience, come along with Max and Elke as they explore the evolution of Spring Break from a cultural phenomenon to a curated experience, and what brands can learn from these changes. They also analyze how youth culture, social media, and experiential travel are shap…
In this episode, Elke and Max delve into the evolving landscape of marketing surrounding the Super Bowl, exploring the cultural shifts, the impact of high advertising costs, and the importance of memorable storytelling. They discuss the challenges brands face in creating impactful ads, the role of s…
In the first Voice of Experience of 2026, Max and Elke explore the state of play in lexperiential marketing. They discuss the concept of experience as the new currency, the shift from identity-based marketing to experience-driven narratives, and the implications of AI on human connection. The dialog…
In the final VoX of 2025, Max and Elke reflect on the year that was in experiential marketing and discuss 2026's industry-shaping trends. They explore the role of humor, the impact of AI, community-centric brand building, and the balance between data-driven creativity and intuition. The conversation…
Max and Elke are back, this time discussing NBC's new reality competition show 'OnBrand,' hosted by Jimmy Fallon. They share their thoughts on the show's format, the marketing challenges presented, and their evaluations of standout episodes featuring Marshall's and Pillsbury. The discussion delves i…
In this episode of VoX, Max and Elke are joined by Olympic and Paralympic expert Erin Greene to discuss the upcoming Milano Cortina Winter Games, exploring the unique aspects of the event, the role of brands, and the significance of the 100-day countdown. They delve into how brands can authentically…
In the latest VoX, Max and Elke delve into the annual Brand Experience Index, discussing the significance of unforgettable experiences for brands. They explore the neuroscience behind memory retention, the importance of multi-sensory engagement, and how brands can tap into consumer need states to cr…
Max and Elke are back with special guest Jessie Giordano to discuss the upcoming FIFA World Cup 2026, highlighting its significance as the largest sporting event in history. They explore the unique opportunities for brands to connect with a diverse audience, the cultural impact of the tournament, an…
Authenticity has become a cliche term in brand marketing, but seemingly unintentional missteps by brands like Burger King, American Eagle, and Southwest Airlines got Max and Elke wondering - how would you even define authentic in 2025? They use this episode to analyze that question through the lens …
In this episode of the Voice of Experience, Elke and Max are joined by GMR's Joe Leitner to further explore the intersection of AI and creativity. They discuss how AI can enhance creative processes through rapid iteration and democratization of asset prototyping, while also addressing its limitation…
Cultural shifts are changing how we discuss health issues, so what's the next revolution in healthcare marketing? In this episode of the Voice of Experience, Elke and Max hone in on the normalization of taboo topics and the role of experience in fostering open discussions. What conversations are sti…
Motivated memory is at the heart of this episode of VoX. Elke and Max are joined by Ryan Monkman, who is pursuing his PhD in psychology with a focus on cognitive neuroscience at the University of Oregon. They discuss Ryan's journey into memory research, why marketing strategies can benefit from unde…
In this episode, Max and Elke dive back into Max's time in France for the Cannes Lions Festival, tackles the event's general oversight in recognizing experiential marketing, featuring insights from Shelley Elkins' open letter and a discussion on the future of marketing driven by live moments.
Join EJ and Max live from the 72nd edition of the Cannes Lions! Explore the latest trends in creativity, purpose-driven advertising, AI, and the evolving role of creators. Dive into insightful discussions on sports, community engagement, and storytelling. Don't miss this exciting and inspiring episo…
The Voice of Experience is back with a special guest, as GMR Chief Creative Officer Krista Hansen joins Elke and Max for an insight-laden discussion on the future of experience marketing. What does it mean to balance human intuition with data-driven insights as part of a healthy creative process? Is…