Vibe Marketing: Making the Intangible Tangible
February 10 @ 9:30 am – 10:00 am PST
Familiar Creatures faced one of marketing’s hardest problems with Crunch Fitness: “How do you make people FEEL a vibe through comms and advertising?” Research showed gym members care about vibe above all else — the music, the people, how it looks, the atmosphere. But vibe can’t be photographed or described in words. Justin Bajan’s answer was working with Hype Williams to create something “brand-centric and soulful at the same time,” following a “show don’t tell, be don’t talk” philosophy. This approach applies far beyond fitness — service brands, hospitality, retail environments, lifestyle categories — any brand where vibe is the product.
Join Justin Bajan, Co-Founder of Familiar Creatures, to unpack how to make intangibles tangible through communications — from how research insights change creative approach when the insight is about feeling rather than features, to why testimonials and descriptive language fail at vibe marketing, to understanding when the investment in talent and production is worth it versus straightforward advertising. You’ll learn the “show don’t tell, be don’t talk” philosophy in practice, how to measure whether you successfully conveyed vibe, and what it means for indies as more brands compete on experience and culture rather than product features. This is essential listening for indies working with any brand where atmosphere, culture, or feeling is what they’re actually selling.
Who should watch:
🟢 Creative directors working with lifestyle, hospitality, or service brands
🟢 Strategists translating intangible research insights into creative briefs
🟢 CMOs at brands where vibe, atmosphere, or culture is the product
🟢 Agency leaders understanding when production investment drives different results
🟢 Brand strategists positioning experience over features
indiework #indieswork #vibemarketing #creativestrategy #experientialbranding
