As the Chinese proverb states, “Hearing something a thousand times is less impactful than experiencing it once.” So why is our primary focus on brand messages instead of brand experiences? There’s a shift taking place. Leading brands from Coca-Cola to Mr. Clean have stopped talking about their brands and now focus on experiences that get people to live their brands. This is the single largest white-space opportunity for brands to grow: real life. Taking your brand off the shelf and out of media to authentically enrich people’s lives generates the highest level of loyalty, advocacy, and sales.