The art of self-improvement: eating better, breathing your way to zen, gamifying exercise from your living room to hotel room. This was just the tip of the iceberg this year at Cannes Health, where brands and marketing leaders leaned into small but influential lifestyle changes, learning how to better make use of behavioral science to help consumers achieve their ultimate wellness goals.

Many of us don’t flip our phones or other digital devices sideways when we record a video or watch a movie, never mind the small picture and awkward framing.  It’s a hassle, right? Now we don’t have to. Welcome to the vertical video revolution.  With remarkable speed, the video technology - which has a 9:16 aspect ratio - is replacing the traditional 16:9 landscape and 1:1 square formats.  It’s taller and narrower, addressing our mobile-centric entertainment habits and the fact that we hold our devices vertically 94% of the time.

Virtual reality and augmented reality technologies are popping up everywhere as brands try to engage consumers with increasingly immersive and compelling experiences. From helping them preview products in real-world environments, embark on virtual tours or extend live experiences, it’s the ultimate in 3-D marketing. While virtual reality takes consumers to different places, augmented reality puts objects in front of their eyes, and now, brings sound to their ears.

New York’s Museum of Modern Art (MoMA) is making a bold move, shaking up the way the iconic museum, first opened in 1929, presents everything under its roof, from the depths of the permanent collection, to rotating exhibits and edgy live performances. Radical shifts are underway to change the way visitors view and perceive art in the 21st century; as a result, MoMA’s renovation will provide a blueprint for how other museums around the world can remap the visitor experience far into the new millennium.

Like a romantic suitor who gives you butterflies, emotional branding is all about stirring feelings that create positive mental representations, visceral connections, and consistent loyalty to a brand over time. The best emotional branding strategy works from the perspective of the consumer, who wants to be known, inspired, awakened, and helped.