This presentation delves into the evolution of brand experience, highlighting the crucial role that emotion and provocation play in creating moments of awe and driving deep consumer connection. Drawing on 23 years at the forefront of brand building, the presentation will explore how violating expectations and embracing risk are not just creative choices but are in fact business imperatives for businesses seeking cultural relevance. Through first-hand research, you’ll learn that - in the world of TABOO - the greatest risk a brand can take is being ordinary.