Play as Brand Strategy: a SXSW Panel Conversation

Joined by colleagues from Adobe, ex-Disney Innovation, CBS/Viacom and more, Cogs & Marvel’s Creative Director Gregory Schram touched on everything from how brands can find their own sense of play to how to build a play-valuing culture within one’s own walls.

Play is an undervalued - and thus underutilized - strategy. Far from frivolous, play is a sophisticated approach that intertwines creativity, emotional depth, and engagement at the core of brand strategies, setting a stage for deeper resonance and connection. It’s an invitation for your audience to explore and experiment, providing organic freedom within a thoughtful framework.?

It’s also innately human, cutting across cultural and geographical lines, a universal medium for connection and learning. Brands that incorporate play into their strategies tap into this fundamental aspect of human nature, creating experiences that are not only engaging but also educational. The use of play in contexts ranging from airline safety to environmental awareness showcases its ability to convey important messages in a way that is accessible and relatable.

Central to play’s success is its emotional resonance. Throughout the panel, we explored how brands from airlines to seltzers have engaged play as a way of embedding complex emotions and values into the customer experience. The result? A deeper brand identity, and a closer connection with one’s audience.?

Embracing play isn’t easy for most brands. It’s an inherently vulnerable route. It means putting more trust into your audience to discover the message for themselves, rather than handing it to them wrapped in a bow. Done thoughtfully and with purpose, the playful route reaps benefits nothing else can provide, crystallizing new perspectives and messaging in a way that feels true to self.

Ultimately, whatever form it takes, play needs to be transformational. By creating an environment that elicits an emotional arc, brands can connect with audiences on a profoundly personal level, turning the brand into a partner in a shared journey of discovery and enjoyment.?

By leveraging play, brands can create communal spaces where shared experiences and interests foster bonds, highlighting the role of brands in nurturing meaningful interactions. In this way, play emerges as a strategic tool that enriches the brand-customer relationship, offering a pathway to more engaged, loyal, and connected communities.

In weaving play into the fabric of marketing strategies, brands unlock the potential to forge deeper connections, inspire loyalty, and spark innovation. This nuanced approach—marrying creativity with emotional intelligence, collaboration, and authenticity—can become the foundation for experiences that are memorable and impactful. As the audience-brand relationship continues to evolve, and as companies seek increasingly authentic ways to show up and connect, mastering the art of play positions brands not just as participants but as partners in something more meaningful. We may grow up, but we never stop learning through play.

Thank you to SXSW, our Creative Director Gregory Schram , our inspiring co-panelists Damon Guidry , Sura Al-Naimi & Nikki Martinez , and to everyone reading this who wants to make the world more playful!