A conversation with Matt Calkins, Design Principal & Creative Director at IBM Events & Experiences on how to design immersive, branded experiences. Physical brand experiences should be compelling to participants and work support a brand’s strategy in context of B2B, B2C, and internal employee experiences. But, what principles apply across the spectrum of brand expression? How might the unique qualities or considerations for each be applied to strengthen the other? We find out on Episode 1, Season 3 of It’s Worth Doing Right.