Christian Lachel's guest appearances

Christian Lachel

On Brand with Nick Westergaard

On The Pass

Masters of Storytelling

Shep Gordon

Dorie Clark

David Burkus

Ken Blanchard

Guy Kawasaki

Tom Peters

Alan Alda

Drew McLellan

Ann Handley

Seth Godin

Aaron Draplin

Jason Miller

Kevin Kelly

Nancy Duarte

Phil Pallen

OwlTail

In this Masters of Storytelling bonus episode, Maya catches up with Christian Lachel, Chief Creative Officer at BRC Imagination Arts, to discuss Corona Island and the art of science of branded destinations.    One of today’s most important thought leaders in the experiential space. Christian has led the strategy, design, and production of some of the world’s most successful branded destinations including the Rock and Roll Hall of Fame, Johnnie Walker Princes Street, Jameson Distillery Bow St., NASA Kennedy Space Center, and more.    For more information about BRC: https://bit.ly/3B4RDKB   For more information about Christian Lachel: https://bit.ly/3HAMyfE    Follow BRC on Instagram: https://bit.ly/3a9OJsu 

In this Masters of Storytelling bonus episode, Maya catches up with Christian Lachel, Chief Creative Officer at BRC Imagination Arts, to discuss Corona Island and the art of science of branded destinations.    One of today’s most important thought leaders in the experiential space. Christian has led the strategy, design, and production of some of the world’s most successful branded destinations including the Rock and Roll Hall of Fame, Johnnie Walker Princes Street, Jameson Distillery Bow St., NASA Kennedy Space Center, and more.  For more information about BRC: <a href="https://bit.ly/3B4RDKB" rel="nofollow" target="_blank">https://bit.ly/3B4RDKB</a> For more information about Christian Lachel: <a href="https://bit.ly/3HAMyfE" rel="nofollow" target="_blank">https://bit.ly/3HAMyfE</a> Follow BRC on Instagram: <a href="https://bit.ly/3a9OJsu" rel="nofollow" target="_blank">https://bit.ly/3a9OJsu</a>

Bonus: Christian Lachel and Branded Destinations

In the last decade with the rise of social media and our abilities to document every detail of our lives, the word experience has become synonymous with our generation. It's been said that consumers today care more about experiences than possessions which is why brands have had to evolve the way they interact with their customers. From store pop-ups to brand themed restaurants, companies are leaning into that word by creating memorable activations that change the way they connect to their customers. Our next guest is Christian Lachel, an experiential strategy &amp; design expert and Chief Creative Officer of BRC Imagination Arts, a global experience production company founded in 1981. For the past 40 years BRC has worked with some of the world's biggest brands like General Motors, Brown-Forman, NASA, Pernod Ricard, Walt Disney, Ford and Coca Cola to name a few. Some of their more recent experiences include the World Food Center in the Netherlands, Rock &amp; Roll Hall of Fame Museum in Ohio, Jameson Distillery Bow St. in Dublin, and Johnnie Walker Distillery in Scotland. As CCO, Christian has devoted his career in creating sensory interactions. Whether he's doing it for whiskey lovers in the whiskey drinking capital of the world or beer drinkers in Amsterdam, he is a wealth of knowledge when it comes bridging the gap between ideas and reality. Listen to this episode as we talk about his most recent projects, his personal creative process, and how to create meaningful yet unique touch points for different audiences.   Use code TAOP10 for 10% off Perrier-Jouet: https://bit.ly/3ptPC6S     For More info on BRC Imagination Arts: https://bit.ly/3pmiWfy     Follow BRC on Instagram: https://bit.ly/3AX3qch     For more info on The Art of Plating: https://bit.ly/3kEvQ6r     Sign up for our Newsletter: https://bit.ly/2TrNfEg     Follow The Art of Plating:  https://bit.ly/3isPJLa     Follow On The Pass: https://bit.ly/3BpHckD     Follow our Host, Gabriel Ornelas: https://bit.ly/3hTpONC     Ask about our creative agency, FARE: https://madebyfare.com

In the last decade with the rise of social media and our abilities to document every detail of our lives, the word experience has become synonymous with our generation. It's been said that consumers today care more about experiences than possessions which is why brands have had to evolve the way they interact with their customers. From store pop-ups to brand themed restaurants, companies are leaning into that word by creating memorable activations that change the way they connect to their customers. Our next guest is Christian Lachel, an experiential strategy &amp; design expert and Chief Creative Officer of BRC Imagination Arts, a global experience production company founded in 1981. For the past 40 years BRC has worked with some of the world's biggest brands like General Motors, Brown-Forman, NASA, Pernod Ricard, Walt Disney, Ford and Coca Cola to name a few. Some of their more recent experiences include the World Food Center in the Netherlands, Rock &amp; Roll Hall of Fame Museum in Ohio, Jameson Distillery Bow St. in Dublin, and Johnnie Walker Distillery in Scotland. As CCO, Christian has devoted his career in creating sensory interactions. Whether he's doing it for whiskey lovers in the whiskey drinking capital of the world or beer drinkers in Amsterdam, he is a wealth of knowledge when it comes bridging the gap between ideas and reality. Listen to this episode as we talk about his most recent projects, his personal creative process, and how to create meaningful yet unique touch points for different audiences. Use code TAOP10 for 10% off Perrier-Jouet: <a href="https://bit.ly/3ptPC6S" rel="nofollow" target="_blank">https://bit.ly/3ptPC6S</a> For More info on BRC Imagination Arts: <a href="https://bit.ly/3pmiWfy" rel="nofollow" target="_blank">https://bit.ly/3pmiWfy</a> Follow BRC on Instagram: <a href="https://bit.ly/3AX3qch" rel="nofollow" target="_blank">https://bit.ly/3AX3qch</a> For more info on The Art of Plating: <a href="https://bit.ly/3kEvQ6r" rel="nofollow" target="_blank">https://bit.ly/3kEvQ6r</a> Sign up for our Newsletter: <a href="https://bit.ly/2TrNfEg" rel="nofollow" target="_blank">https://bit.ly/2TrNfEg</a> Follow The Art of Plating:  <a href="https://bit.ly/3isPJLa" rel="nofollow" target="_blank">https://bit.ly/3isPJLa</a> Follow On The Pass: <a href="https://bit.ly/3BpHckD" rel="nofollow" target="_blank">https://bit.ly/3BpHckD</a> Follow our Host, Gabriel Ornelas: <a href="https://bit.ly/3hTpONC" rel="nofollow" target="_blank">https://bit.ly/3hTpONC</a> Ask about our creative agency, FARE: <a href="https://madebyfare.com/" rel="nofollow" target="_blank">https://madebyfare.com</a>

42. Christian Lachel: Creating Multisensory Cultural Experiences

“We create experiences that touch the heart.” In our increasingly digital world, it may surprise some to learn that creating engaging physical experiences for brands is still a priority for marketing leaders. Christian Lachel is an architect of these experiences through his work at BRC Imagination Arts creating “homes” for brands like Ford and Jameson. We explored all of this and more on this week’s On Brand podcast. About Christian LachelChristian Lachel is a world-renowned expert at turning brands into destinations. He’s an accomplished creative director and storyteller who brings creativity, design expertise, business acumen and strategic direction to BRC Imagination Arts. Christian creates emotional experiences that help guests gain a deeper appreciation of themselves and the world. He has done this for some of the top destinations in the world, including The Heineken Experience, The Guinness Storehouse, The Ford Rouge Factory Tour, The World of Coca-Cola and Story Garden by AMOREPACIFIC.Episode HighlightsWhat is a brand experience? If you need a lesson in brand experience 101, “It’s the spiritual home of a brand — these brand homes are really popular as they create places that celebrate the brand and the stories they bring to life.”Experience isn’t easy. “I see a lot of neat ideas in the space but do they resonate with their audience? Do they deepen advocacy? It’s not just putting your logo on a big tent at Coachella. It’s a common struggle, connecting the brand to experience.”The key to brand experience at BRC Imagination Arts. “We have a saying — the best brands celebrate the world of the audience.” If your brand has a story, you have to find how those stories connect with the values of your audience. Once you understand that, you can start to create what Lachel calls “brand souvenirs.”What brand experience does Christian love talking about? Originally from the Chicago area, Lachel had the opportunity to be a part of the team that created the Lincoln Library and Museum in Springfield, a spiritual home for the Lincoln brand. “My favorite part of any project is waiting for people to come through and seeing their faces.”What brand has made Christian smile recently? Lachel pointed us to a German ad for Volkswagen featuring horses backing up an SUV. He laughed so hard at the spot he got weird looks on the plane! More importantly, it tapped into that “sense of wit” that has been such an enduring part of the Volkswagen brand.To learn more, go to brcweb.com.As We Wrap …Before we go, I want to flip the microphone around to our community …Recently, Kerry Gorgone gave us a shout on Twitter for our episode featuring  Mack Collier. Thanks for listening!Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.  Subscribe to the podcast – You can subscribe to the show via  iTunes, Stitcher, and RSS.  Rate and review the show – If you like what you’re hearing, head over to  iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.  OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes?  Check this out.  Register now for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more. Learn more.  Remember – On Brand is brought to you by my new book — Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Order now at  Amazon and check out GetScrappyBook.com for special offers and extras. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

“We create experiences that touch the heart.” In our increasingly digital world, it may surprise some to learn that creating engaging physical experiences for brands is still a priority for marketing leaders. Christian Lachel is an architect of these experiences through his work at BRC Imagination Arts creating “homes” for brands like Ford and Jameson. We explored all of this and more on this week’s On Brand podcast. About Christian Lachel<a href="https://twitter.com/clachel?lang=en" rel="nofollow" target="_blank">Christian Lachel</a> is a world-renowned expert at turning brands into destinations. He’s an accomplished creative director and storyteller who brings creativity, design expertise, business acumen and strategic direction to BRC Imagination Arts. Christian creates emotional experiences that help guests gain a deeper appreciation of themselves and the world. He has done this for some of the top destinations in the world, including The Heineken Experience, The Guinness Storehouse, The Ford Rouge Factory Tour, The World of Coca-Cola and Story Garden by AMOREPACIFIC.Episode HighlightsWhat is a brand experience? If you need a lesson in brand experience 101, “It’s the spiritual home of a brand — these brand homes are really popular as they create places that celebrate the brand and the stories they bring to life.”Experience isn’t easy. “I see a lot of neat ideas in the space but do they resonate with their audience? Do they deepen advocacy? It’s not just putting your logo on a big tent at Coachella. It’s a common struggle, connecting the brand to experience.”The key to brand experience at BRC Imagination Arts. “We have a saying — the best brands celebrate the world of the audience.” If your brand has a story, you have to find how those stories connect with the values of your audience. Once you understand that, you can start to create what Lachel calls “brand souvenirs.”What brand experience does Christian love talking about? Originally from the Chicago area, Lachel had the opportunity to be a part of the team that created the Lincoln Library and Museum in Springfield, a spiritual home for the Lincoln brand. “My favorite part of any project is waiting for people to come through and seeing their faces.”What brand has made Christian smile recently? Lachel pointed us to a German ad for Volkswagen featuring horses backing up an SUV. He laughed so hard at the spot he got weird looks on the plane! More importantly, it tapped into that “sense of wit” that has been such an enduring part of the Volkswagen brand.To learn more, go to <a href="https://www.brcweb.com/" rel="nofollow" target="_blank">brcweb.com.</a>As We Wrap …Before we go, I want to flip the microphone around to our community …Recently, <a href="https://twitter.com/kerrygorgone" rel="nofollow" target="_blank">Kerry Gorgone</a> gave us a shout on Twitter for our episode featuring <a href="http://www.branddrivendigital.com/listen-brand-advocates-mack-collier/" rel="nofollow" target="_blank"> Mack Collier.</a> Thanks for listening!Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.<ul> <li> Subscribe to the podcast – You can subscribe to the show via <a href="https://itunes.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2" rel="nofollow" target="_blank"> iTunes</a>, <a href="http://app.stitcher.com/browse/feed/40156/details" rel="nofollow" target="_blank">Stitcher</a>, and <a href="http://www.branddrivendigital.com/feed/podcast/" rel="nofollow" target="_blank">RSS</a>.</li> <li> Rate and review the show – If you like what you’re hearing, head over to <a href="https://itunes.apple.com/us/podcast/on-brand-podcast-about-branding/id1113563080?mt=2" rel="nofollow" target="_blank"> iTunes</a> and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.</li> <li> OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? <a href="http://www.branddrivendigital.com/how-to-rate-and-review-a-podcast-in-itunes/" rel="nofollow" target="_blank"> Check this out</a>.</li> <li> Register now for Social Brand Forum 2017 — September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more. <a href="http://branddrivendigital.com/socialbrand2017/" rel="nofollow" target="_blank">Learn more</a>.</li> <li> Remember – On Brand is brought to you by my new book — Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Order now at <a href="http://www.amazon.com/Get-Scrappy-Smarter-Marketing-Businesses/dp/0814437311/" rel="nofollow" target="_blank"> Amazon</a> and check out <a href="http://nickwestergaard.com/getscrappy/" rel="nofollow" target="_blank">GetScrappyBook.com</a> for special offers and extras.</li> </ul>Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit <a href="https://megaphone.fm/adchoices" rel="nofollow" target="_blank">megaphone.fm/adchoices</a>

Creating Brand Homes with Experience Expert Christian Lachel