If technology has really commoditized brands and products, which I agree it has, and experiences are the new differentiator, why as marketers do we not focus more on crafting the consumer experience. Why is the discipline of curating the consumer experience limited to the nooks and back hallways of agencies? Why is this only for niche groups and seen as something only necessary for some brands? One of the top tenets of great brand building is differentiation and it is time we as advertisers took a leadership role in offering differentiation through experiences as a core service to our clients. I felt inspired today hearing some of the themes from #BeyPhil. Check out his book, embrace the future. Experiences are what people want and what they are willing to pay for.