Our brand experience management firm that helps organizations turn moments of attention into opportunities for engagement, advocacy, loyalty, and measurable growth.
Because filling a room is the mechanism. Movement is the proof.
Here’s What We Believe…
Feeling creates movement.
People do not change behavior because they were informed. They change because something landed.
The strongest brand experiences create a connection engages all of the five senses, giving people a reason to participate in the moment and a reason to stay engaged after it.
The experience continues after the stage lights go down.
Organizations invest heavily in creating a memorable moment but have no strategy for carrying its momentum forward. Our firm plans for integration.
We consider how each channel can extend the experience and move audiences toward the next action. The goal is not simply to create one successful moment. It is to make that moment more valuable by connecting it to the larger brand relationship.
Attendance is only the beginning.
Full rooms are great, but attendance alone doesn’t tell you whether the experience worked.
BrandFelt helps organization establish the desired outcome before the experience is built, then connects the strategy, activation, and measurement back to what the organization needs its investment to produce.
Sponsorship is a relationship, not a placement.
Strong partnership creates value, beyond logo placement and visibility.
We approach sponsorships and partnerships by considering what each party brings to the experience, what their audiences value, and how the relationship can create meaningful engagement for everyone involved.
The result is a partnership designed to work harder than a placement alone.
Meet Amber Owens
Head of Activation
Amber Owens is an experiential marketing strategist, partnership expert, and the Founder of BrandFelt Activation, an experiential strategy consultancy that helps organizations transform experiences into measurable business growth. With more than 15 years of experience spanning corporate marketing, integrated campaigns, sponsorship strategy, and experiential activation, Amber has partnered with national brands including Cadillac, Michael Kors, and Buffalo Wild Wings while cultivating strategic collaborations with organizations such as Amazon, Southwest Airlines, The Home Depot, and Sprout Social. Her work sits at the intersection of marketing strategy, audience engagement, partnership development, and experience design, helping organizations create meaningful connections that advance business objectives.
Read More
Amber’s passion for experiences began long before her professional career. From planning celebrations as a child to producing campus events in college, she was always drawn to the way thoughtfully designed experiences could bring people together. That passion evolved into a career in corporate marketing, where she gained firsthand experience developing integrated campaigns, managing partnerships, and supporting brands as they built relationships with customers and communities.
In 2018, after helping a friend launch her first women’s conference, Amber recognized that experiences could do more than create memorable moments—they could inspire transformation. That realization led to the founding of BrandFelt Activation. As BrandFelt grew, so did Amber’s perspective. While attending one of the nation’s largest marketing conferences, she watched organizations invest heavily in immersive activations that captured attention but often lacked a strategy for sustaining engagement after attendees walked away. The experience challenged her to rethink the role of experiential marketing. She realized organizations didn’t simply need better events; they needed experiences intentionally designed to strengthen relationships, cultivate advocates, and support measurable organizational growth.
Today, Amber advises corporations, nonprofits, educational institutions, and mission-driven brands on how to leverage experiential marketing as a strategic business discipline. She is the creator of the D.A.N.C.E. Method™, BrandFelt Activation’s proprietary experiential strategy framework, which aligns business objectives, audience behavior, storytelling, partnerships, and activation design into experiences that create lasting momentum. Amber’s work has been recognized across the experiential marketing industry, including being named one of the Top 100 in Events by the Black in Events Network.
She is also the founder of ActivateLIVE, a platform that convenes marketers, entrepreneurs, and industry leaders to explore the future of experiential marketing, strategic partnerships, and brand activation. She believes organizations don’t move the meter by creating more events. They move the meter by creating experiences that move people.
The Activation Team
Ebonie Carzo
Director of Sales
Takia Lamb
Director of Marketing
Averri Liggins
Director of Operations
The D.A.N.C.E. Method™
A framework for experiences that move people.
Before our founder built brand experiences, she danced. That is where she learned that movement doesn’t happen by accident. Every step has a purpose. Transitions matter. You have to understand who you’re moving with, where you’re trying to go, and how each moment contributes to the larger experience.
Those same principles shape how BrandFelt approaches brand experience management. Organizations create countless moments for people to experience their brands, from conferences and sponsorships to launches, galas, and internal gatherings. But creating a moment isn’t the same as creating movement. Without a strategy for what people should feel, remember, and do next, even a memorable experience can end when the room clears.
The D.A.N.C.E. Method™ begins with the desired outcome, working backwards to connect organizational objectives to audience behavior, storytelling, partnerships, and engagement. The result: Each aspect of the experience moves people toward what comes next.
Define where you want to go → Align the people and priorities required to get there → Nurture the relationship before the moment arrives → Communicate through an intentional experience → Engage people in what happens next.
Stay Active
Ok, so you’re not ready to plan your next experience. Join our newsletter to receive updates on trends to get more information on when and how to start.