Great brands surprise

Great brands surprise. They immerse their audience's senses, creating deep and meaningful connections.

Here is my third most transformative moment of the year -

The lights dimmed. A harsh beam of vertical light illuminated the stage. Composer Max Richter’s ethereal, hypnotic soundscapes began to fill the Royal Festival hall, wrapping us in layers of emotion and evocation. His music has a way of immersing you.

The Max Richter orchestra at the Royal Festival Hall, London, November 2024

Then, a surprise: Tilda Swinton appeared. Her voice cut through the music, reading passages that wove seamlessly into the sound. Unexpected, yet elevating the experience to something unforgettable. Once in a lifetime.

This was an extraordinary symphony. Sound, voice, light and atmosphere coming together to transport his audience far, far away. I found myself mesmerised, as if each note and word was directed personally to me.

The emotions lingered, long after the final note.

Multi-sensory experiences shape feelings and memories. It’s why the most impactful brands layer unexpected, sensory elements into their customer journeys. Like the drama of Apple’s product reveals. Disney’s immersive parks. Surprising fusions - like Richter’s music and Swinton’s voice - can elevate already extraordinary moments to the realm of legend.

How can we apply this to our work? Layering unexpected elements can transform brands and products into deeply memorable experiences.

What’s the most immersive experience you had in 2024? How did it change you?

This is the third post in my 5-part series on transformative moments that shaped my 2024.