As the Chinese proverb states, “Hearing something a thousand times is less impactful than experiencing it once.” Why then do we spend the bulk of our focus on brand messages instead of brand experiences? But a shift is taking place. Leadership brands, from Coke to Mr. Clean, have stopped just talking about their brand and are now focusing on experiences that get people to live their brand. This represents the single largest white-space opportunity for brands to grow: real life. Taking your brand out of media to authentically enrich people’s life experiences generates the highest level of loyalty, advocacy, and sales. Dustin Garis, marketing guru and former chief troublemaker at P&G, speaks to what it takes to innovate in the experience economy through examples of brands that are leading the way.