I've been thinking a lot about Fan Culture lately…not only because of World Cup season this past summer, but because it’s one of the clearest examples of collective emotional participation we have.

People paint their faces and bodies, rearrange their schedules, scream at televisions, hug and jump with strangers, cry in airports, obsess over pre-game rituals, learn player’s names overnight, and suddenly care very deeply about offsides.

That’s fandom.

Yes, hospitality has always played a role in business, especially at trade shows. But what I’m seeing more and more at HPMKT is something far and beyond more interesting.

Showrooms are becoming places where the hospitality is the experience.

What really happens during a brand refresh, and why is it about so much more than a new logo or website?

In this episode of Marketing School for Creatives, Ericka Saurit takes you behind the scenes of two recent client projects to show what a Brand Roadmap actually looks like in practice. Through two in-depth case studies, she reveals how thoughtful brand strategy helps established creative businesses bridge the gap between the value they deliver and the story their brand is telling.

What if the goal of your marketing isn’t to beat the algorithm—but to outgrow it?

In this episode of Marketing School for Creatives, Ericka Saurit challenges one of the most common (and exhausting) beliefs in modern marketing: that more visibility equals more success. Instead, she introduces a powerful shift—from chasing attention to building true brand leverage.

In this episode of Marketing School for Creatives, Ericka Saurit sits down with Greg Hastings to unpack one of the most overlooked gaps in creative businesses: the ability to clearly communicate value