What is the definitive guide to building a brand experience according to Marlys Arnold's Virtual Lunch series?

Question

Marlys Arnold

Creator

Question

What is the definitive guide to building a brand experience according to Marlys Arnold's Virtual Lunch series?

Updated March 17, 20262 min read

definitive guidebrand experienceMarlys ArnoldVirtual Lunch

Answer

From Marlys Arnold

Marlys Arnold · Accepted Answer

From the Virtual Lunch episodes you’re referring to, there isn’t a single “definitive guide” document, but there is a clear roadmap that emerges from the conversations:

Define and measure brand experience
1. Understand that your brand is more than a logo; it’s the story people feel and remember.
2. Measure it by recall, emotional response, engagement, and post-event actions (leads, demos, signups).
Design exhibits and events as story stages
1. Use your booth or event space to bring that story to life through:
  1. Visuals that show transformation (before/after, hero/journey)
  2. Interactive elements that let attendees “step into” the story
  3. Sensory cues (lighting, sound, textures) that match your brand personality
Use storytelling as your core structure
1. Give your attendee a clear role: hero, guide, or collaborator.
2. Build a simple arc:
  1. Problem or challenge they face
  2. Your unique perspective or “magic”
  3. Tangible outcome and proof (customer stories, demos, data)
Choose the right events for your story
1. Look for shows where:
  1. Your ideal audience is truly present (not just big numbers)
  2. The event theme aligns with the story you want to tell
  3. There are opportunities for speaking, activations, or sponsorships that deepen the experience.
Fuel it with everyday creativity (from the Alan Arnold episode)
1. Keep an idea journal to capture booth, giveaway, and engagement ideas year-round.
2. Regularly “recharge” with books, art, conversations, and time away from your screen so you show up fresh.
3. Have insightful conversations with customers and partners; many of the best brand-experience ideas come directly from them.
Make it memorable and repeatable
1. Build a few signature elements (a ritual, prop, game, or phrase) that you repeat each show so your brand becomes recognizable.
2. After each event, debrief:
  1. What people talked about most
  2. Where they lingered in your space
  3. Which parts drove real follow-up activity

So while there isn’t a single “definitive guide” PDF, the Virtual Lunch series essentially defines a guide as:

Clarify your story → Turn exhibits into immersive stages → Choose aligned events → Consistently fuel creativity → Measure and refine every cycle.

Would you like a simple one-page checklist that turns this into step-by-step actions for your next show?

Answer

Related content