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PODCAST

The Voice of Experience

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

business marketing

All Episodes

22:54

Exploring the Winter Games: A Unique Opportunity

The Voice of Experience ·

2025/10/29

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 connect with the Italian spirit while adapting their strategies to reach younger audiences, particularly Gen Z, through evolving media landscapes and storytelling techniques.

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28:29

What's Behind 2025's Top 25 Brands?

The Voice of Experience ·

2025/10/23

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 create memorable interactions. The conversation also touches on the role of competition in enhancing emotional arousal, the shift from physical to digital mementos, and the emerging trend of replenishment

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27:07

2026 FIFA World Cup: Can Brands Truly Pass on This...

The Voice of Experience ·

2025/10/07

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, and memorable marketing campaigns from past World Cups. The conversation also delves into innovative fan experiences, the challenges brands face, the role of technology in engagement, and the potential for

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23:29

The Clickbait Conundrum

The Voice of Experience ·

2025/09/17

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 which we see it manifested: planning mistakes, lazy copywriting, failure to account for cultural perceptions, and consumer trust. There's some secret sauce revelations here too, as they look at some

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21:46

Math Disguised as Meaning: AI and Creativity Part 2

The Voice of Experience ·

2025/09/03

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 limitations, such as reinforcing biases and lack of originality. The conversation also touches on the potential of deepfake technology in storytelling and the evolving skill sets required in the creative industry,

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21:17

From OMG to OK: Turning Healthcare Taboos into...

The Voice of Experience ·

2025/08/20

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 still too taboo for public discussion, though, and how do Elke and Max see those eventually coming to the fore in the years to come? All that and more on today's VoX.

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30:51

Branded for Life: The Science of Memorable Experiences

The Voice of Experience ·

2025/07/31

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 understanding memory science, and how AI and machine learning are becoming valuable tools in memory research.

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21:15

Experience Not Included: The Cannes Category Crisis

The Voice of Experience ·

2025/07/08

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.

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25:20

Live from Cannes 2025: How the Lions Show Us The...

The Voice of Experience ·

2025/06/19

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 episode!

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22:13

Risk and Resonance: The Future of Experience Marketing

The Voice of Experience ·

2025/05/29

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 failure truly inevitable in a successful creative career? The group examines these questions and more in this episode.

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23:21

Coachella 2025 – A Weekend of Music, Mayhem and MEMORIES

The Voice of Experience ·

2025/05/13

In this episode of "The Voice of Experience," we dive into the spectacular brand experiences at Coachella 2025 through Elke's first-person view after attending. Explore how iconic brands blended physical and digital engagements, embraced collaborations, and created unforgettable memories. From AI-driven interactions to genuine human moments, discover the power of funflation and why brands are now crucial to the Coachella vibe. Tune in for insights on event marketing and the future of brand

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23:33

Greenwashed and Confused

The Voice of Experience ·

2025/04/29

Earth Month 2025 is coming to an end, and in a special edition of The Voice of Experience, Elke and Max are joined by guests Fran Sutter and Alla Dragoun to peer in to intersecting worlds of brand marketing and sustainability. Where is the gap between a company espousing sustainability-first values and the behavior of its brand(s)? What’s the line between effective sustainable brand experiences and greenwashing? How would this group of deeply experienced event marketers advise festivals on how to

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22:30

Why So Serious: Brands, Experiences and Humor

The Voice of Experience ·

2025/04/03

When was the last time a brand made you laugh? Not chuckle, not stop and smile, but truly gave you that deep-in-your-gut kind of laugh that you can't control? For Max and Elke, it feels like it's been a little while, so on this episode of the Voice of Experience, they talk through the differences between being humorous and being funny, their own experiences leading campaigns that were more the latter than the former, and how today's cultural marketplace could stand to have more laughs infused by

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23:35

AI, Creativity and Self-Esteem

The Voice of Experience ·

2025/03/20

The influx of AI tools available for marketers has rapidly changed how human-centered creativity drives brand campaigns and the ideation required to build them. In this episode of The Voice of Experience, Max and Elke dig in to how this rapidly-changing landscape is impacting creativity, with Max believing that AI is ultimately an enabler in unlocking the next great wave of human creativity and that AI cannot and will not be a replacement technology for human insights in experiences and marketing

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22:26

Dick Moves By Brands

The Voice of Experience ·

2025/03/07

Even the best brand marketers make mistakes, but could you spot when a brand is deliberately making moves that take advantage of their customer loyalty? In this episode of VoX, Elke and Max are joined by a special guest, GMR Marketing CEO Tyson Webber, to discuss what's the line between an honest mistake and a "dick move." As we find out along the way - the line is different for everyone.

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21:12

VoX Observations - Super Bowl 59 and PGA Phoenix Open

The Voice of Experience ·

2025/02/21

The season of major live US sports events is in full swing, and The Voice of Experience is back with live observations after Max attended Super Bowl 59 and Elke attended the PGA's biggest party event of the year at the Phoenix Open. How has Waste Management continued to drive new cultural shifts in golf after a decade-plus of sponsoring this PGA event? Why does Max think the attendee experience for this New Orleans Super Bowl had a dampened vibe, and how might that translate to cities hosting future

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22:02

The Human Connection Crisis

The Voice of Experience ·

2025/01/31

Starbucks’s recent reversal of its so-called “Third Place” policy, which defined their brand for decades, has sparked a lot of debate on the role brands are playing in human connection. In this episode of “The Voice of Experience,” Elke and Max discuss how traditional third places/spaces are being displaced, what types of experiences are stepping in to fill that void, and how brands can leverage the growing threat of boredom and loneliness to turn loyal customers in to community builders.

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25:32

CES 2025 Recap: Max's View From Vegas

The Voice of Experience ·

2025/01/14

Nothing marks the start of the new year quite like another edition of CES! Max was live on the ground in Vegas all week taking in the sights and sounds, and in this edition of The Voice of Experience he talks through everything with Elke. Will the future of advertising really be "bots marketing to bots?" Is the rapid proliferation of AI leading to a lack of trustworthiness in the technology? Was a flying car the weirdest thing Max saw on the show floor? And what's the one thing Max will remember at

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25:30

Inside The Voice of Experience Studio

The Voice of Experience ·

2024/12/20

For the final episode of 2024, Max and Elke go through a myriad of personal and professional insights in to their individual worlds. Find out about their earliest and strongest memories, what brand has won their heart forever, and so much more. It's our gift to you as we wrap up year one of The Voice of Experience!

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23:38

The Best Brands of 2024 - Experience Style

The Voice of Experience ·

2024/12/04

The end of the year means best of lists, and all the controversy and conversation that comes with them. In the latest episode of the Voice of Experience, Elke and Max talk about GMR’s own best of list – the annual GMR Brand Experience Index. How did the Top 25 brands for this past year make memories better than the rest, and why are Jersey Mike’s and Humana particularly unique cases in the Top 5? Our comments are open, and Max and Elke want to hear from anyone curious about these rankings, no matter

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