Show notes
Most marketers focus on everything that happens before the customer buys. Nathan Rosenberg believes the most valuable marketing happens after the experience ends.Because the true test of a brand is whether people leave with a story worth retelling.In this episode of Built for Brand, Greg Wise sits down with Nathan Rosenberg, Chief Marketing and Brand Experience Officer at Virgin Voyages, to explore how memorable experiences turn customers into active storytellers. Nathan shares how Virgin Voyages built a distinct place in a crowded category, why marketing teams need to influence the product experience, and how the brand designs moments people will photograph, share, and talk about long after leaving the ship.Greg and Nathan also unpack why out-of-home is more important in a digitally exhausted world, how humor and five-word creative drive recall, and why Nathan once pulled down a billboard his team had already printed.Key Takeaways:Why the strongest brands create memories people naturally want to share with othersHow humor, context, timing, and simple creative make out-of-home campaigns more effectiveWhy brand teams should measure stories, recall, rebooking, and customer emotion alongside traditional marketing metricsIf your marketing stops when the campaign ends, this episode will challenge you to build an experience that keeps selling long after the customer leaves.Highlights:(00:00) Meet Nathan Rosenberg(01:42) Reacting to Berger’s contextual billboard(05:40) What gets cruise-curious buyers onboard(09:00) Building the Virgin Voyages brand experience(12:26) Measuring brand through the smile index(12:58) Why the experience is the brand(13:42) How post-trip stories create demand(17:57) Keeping the brand in the consideration set(20:09) Why humor and simplicity win in OOH(25:05) Why out-of-home matters more than ever(36:48) Finding the stories customers already tellResources:Nathan Rosenberg on LinkedIn: https://www.linkedin.com/in/nathan-rosenberg-1993392/Nathan Rosenberg on Instagram: https://www.instagram.com/nathandr/Check out Virgin Voyages: https://www.virginvoyages.com/Follow Greg on LinkedIn: https://www.linkedin.com/in/gregwise/Follow OneScreen on LinkedIn: https://www.linkedin.com/company/onescreen-ai/Subscribe to OneScreen on YouTube: https://www.youtube.com/@onescreenaiCreated in partnership with Share Your Genius: https://shareyourgenius.com/