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Experience As Branding Experience as branding is a new marketing idea gaining traction and making some proponents and adherents wealthy. “No,” was the simple answer Will Dean shared when asked if his $100M+ company Tough Mudder could exist without social media. Social media is changing everything and races where racers must “brave” barbed wire, mud, blood and other challenges Dean and his team think up prove experience is the new branding, and social media is the new “advertising” channel.

I put “advertising” in quotes since communication with an overt attempt to sell is not the best idea. We are DONE with overt advertising. Our “blocking” mechanisms are too strong now.