The Brand’s Last 10%: How to Create a Holistic Brand Experience | Insider Sessions
Island's Head of Brand shares how small, intentional details create lasting brand moments. A WiseStamp Insider Session for marketing leaders.
You’ve chosen the colors. You’ve got the website. You’ve launched the campaigns. That’s the 90% every brand does. But the brands people actually remember? They obsess over the last 10%.
In this Insider Session, Ari Yablok, Head of Brand and founding marketer at Island, the enterprise browser that scaled to a multi-billion dollar valuation, shares the philosophy and real-world examples behind what he calls the brand’s last 10%: the small, intentional details that most companies leave on the table, and that the best brands use to create moments people carry with them long after the experience is over.
From a sensory-driven RSA conference booth that had a CISO fall asleep mid-conversation, to AI-generated Picasso portraits at Gartner Barcelona, to rotating customer quotes in email signatures, this session is packed with practical inspiration for brand and marketing leaders who want to show up in ways their competition simply isn’t thinking about.
What you’ll learn
- What “the last 10%” actually means in practice, and why it matters more than the baseline brand work most companies focus on
- How to decide which brand moments are worth obsessing over and which to deprioritize
- Real examples of high-budget and low-budget activations that created lasting audience memory
- How to get stakeholder buy-in for brand investments that are hard to measure
- Why storytelling, not budget, is the real differentiator in B2B brand building
- How everyday touchpoints like email signatures can become part of your brand’s last 10%
Who this is for
This session is designed for CMOs, brand marketers, and marketing leaders at growth-stage and enterprise organizations who are responsible for building a brand that stands out in a crowded market. It is especially relevant for teams preparing for major events, campaigns, or rebrands, and for anyone who has ever struggled to justify brand investment to a performance-driven leadership team.
About the guest
Ari Yablok Head of Brand, Island
Ari is the Head of Brand and founding marketer at Island, the enterprise browser redefining how modern organizations work. He led Island’s narrative, messaging, and creative identity as the company defined the enterprise browser category and scaled to a multi-billion dollar valuation. Before Island, Ari led brand messaging at Atreo. He also hosts the Believe in Brand podcast, exploring how modern brands earn attention, trust, and relevance in crowded markets.
About the host
Natalie Stenge Content Manager, WiseStamp
Natalie leads content and webinar programming at WiseStamp, the leading email signature management platform trusted by over 1.5 million customers worldwide.