Brand Theatre™

"Look Madge, you’re soaking in it."

Copywriter to playwright, audience to participant, information to engagement. Brand Ideas now need playful, experientially rich demonstration, not just artful communication.

The experience economy is refocusing businesses from simply broadcasting information to delivering engaging branded experiences. Communicating strategically relevant and motivating messages is no longer enough; we have to think innovatively about how to detonate and demonstrate a brand proposition tangibly in every customer interaction - with multi-sensory impact and integrity.

The One Centre believes human beings are intrinsically experiential beings, and that our experiences overwhelmingly influence our beliefs. Conventional media messaging no longer carries the influence it once did. People are no longer willing to believe what they’re told, no matter how effective we may be in getting the message through the clutter. They want to touch, taste, feel, smell, hear and play with the brand proposition.

The One Centre believes in creating a state beyond integration called Brand Theatre™. Brand Theatre involves customers in an evolving series of engaging experiences like a play does with its multiplicity of acts, scenes, plots, props, pathways and places. Brand Theatre is about people doing things with the brand. There is a plot, a process of discovery and play; activity is taken to different places, spaces and interfaces. People get involved, coming out of the audience and onto “the stage”; embarking on an interconnected journey of experiences, leading to a destination called a relationship or a commitment of some kind.

We believe "Play" is the crucial precursor to any purchase, and the crucial ingredient in any lasting relationship.

Brand Theatre is all about building branded theatre into every customer experience, be that a product experience, a packaging experience, a service experience, a promotion experience or a retail experience.

Brand Theatre: engaging, entertaining, interactive and transactive.