CREATIVE PRODUCTION, DELIVERY & BRAND ACTIVATION

Insight
By Leslie Antell
3rd Dec 2024

When it comes to crafting brand experiences, it’s easy to fall into the trap of thinking there’s a one-size-fits-all solution. After all, if something works in one market, shouldn’t it work in another? But the truth is, creating impactful events isn’t just about replicating a winning formula – it’s about recognizing and embracing the cultural differences that shape how audiences experience and engage with your brand.

For example, take the United States and the United Kingdom. Both countries speak the same language and share significant global influence, yet each brings a unique cultural perspective. For brands looking to make an impact in both markets, it’s essential to understand these differences, and most importantly, how to bridge the gap to create a cohesive and memorable guest experience.

At Marble, we’re privileged to work with brands & clients based globally, and see first-hand how subtle cultural preferences can make all the difference to maximise your event concept to resonate within each market.

As a native New Yorker now based in London, I’ve worked first-hand on delivering experiences in both markets – and explored the cultural similarities and differences which  either divide or unite these audiences. It’s all fairly nuanced, but can easily and mistakenly be generalised without having spent time in both places. At Marble, I’m one of many members of our team that come from an international background, all working to help our clients to understand what it means for them to get the most out of on-the-ground global experiences.

American Sport Game

In the U.S., events tend to be larger-than-life – think big venues, bold visuals, and high-energy experiences that make an immediate impact. Whether you’re launching a product, hosting a conference, or activating a new campaign, the American audience is drawn to energy, movement, and excitement. An experience isn’t just about the messaging – it’s about the feeling it evokes. It’s about creating a sense of awe, wonder, or empowerment. A sensory overload of sound, colour, and visuals can help grab the audience’s attention and hold it.

Attendees want to feel like they’re part of something exciting, and the event should offer a sense of discovery or feel cutting edge. In this context, it’s less about subtlety and more about bold statements.

Guest Speakers Talking with Public

The UK, in contrast, tends to embrace a more reserved approach where every detail matters and authenticity is paramount. It’s about creating experiences that feel thoughtful and meaningful rather than over-the-top – and equal parts balanced & immersive. 

Brits are often more likely to favour wit or understated elegance. It’s about quality over quantity, and events are often less about overwhelming the senses and instead about creating meaningful connections. There’s notable appreciation for a brand’s heritage and environmental commitments, with audiences gravitating towards experiences that feel bespoke and genuinely reflective of a brand’s story & values. 

Red Bull Event London Bridge

So, how can you develop an event concept that works in both the US and UK? The key is to play to the strengths of each while staying true to your brand. Here are a few things we’ve learned while working with a global client base:

Understand the Bigger Picture – and the Details

In the US, go big. A larger-than-life experience can captivate and engage. Think immersive installations, bold visuals, and high-energy environments that capture attention and keep people coming back for more. For the UK, focus on the details. The design of the space should feel thoughtful and authentic. Less is often more, and simplicity can be incredibly powerful. Focus on creating intimate, memorable moments that invite deeper connections and make attendees feel like they’re part of something special.

Play to Local Preferences

In the US, go for excitement, enthusiasm, and energy. Your brand messaging should feel inspiring and innovative, and events should push boundaries through elements like interactive tech, live performances, and surprise moments to keep momentum high. In the UK, adopt a softer tone. The audience values subtlety and authenticity, so focus on creating experiences that allow people to connect on a meaningful level with your brand, ensuring that the experience feels curated and relevant to them.

Consider the Cultural Relevance

In the US, create experiences that tap into cultural values – empowerment, innovation, and personal achievement. This could mean spotlighting individual success stories, or aligning your event with a larger cultural movement. In the UK, consider the legacy. An event should accurately reflect brand messaging, communicate through effective storytelling, and champion social responsibility. Ideally, looking for ways to highlight overarching commitments to sustainability, community, or craftsmanship to forge deeper connections with your audience.

Body Paint Art

Ultimately, what works for one market might need tweaking in another. Don’t be afraid to adapt based on what’s resonating with your audience. What works in New York might not land in London, and vice versa. Stay flexible, test your concepts, and listen to the feedback from both audiences to ensure your brand experience hits the mark.

Understanding the individual nuances of varying markets can prove invaluable when building brand experiences that truly resonate. By tailoring your approach, balancing boldness with subtlety, and focusing on what makes each audience unique, you can create events that are not only memorable – but transformative. After all, it’s not only about the event – it’s about creating something unforgettable.

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