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Build Your Brand
Almost every public event is a branding opportunity: the chance to send a message about who your company is and the benefits it can deliver. Here are the strategies, examples, and innovative ideas you need to help you make the most of your branding opportunities.
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Article Library (PDFs)
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Three Problems, One Solution: In-Home Events
Three big-name brands bring their products to the people with in-home events.
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Mississippi Learning
The University of Mississippi apologizes for its racist past with an event series that rehabilitates the institution's reputation, helping to enroll thousands more students and increase the all-important endowment fund by almost 50 percent.
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Evonik's Purple Reign
After two years of strategic and secretive planning, a German coal-mining company dusts off the grit of an old industry to emerge as a new company for a new, cleaner industrial age – using events to educate three key constituencies.
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Deluxe Saves Itself from Extinction
With its check-printing business beginning to fade, Deluxe Corp. counters with a branded suite of events that generate new-product ideas while positioning Deluxe as one of the savviest business partners in the financial-services world.
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Charmin Scores a Royal Flush
By providing posh public restrooms in a high-need locale, Procter & Gamble Co. transforms Charmin toilet paper from a commodity into a luxury item, worthy of the 460 million media impressions generated by the event.
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The Power of the Zag
Brand strategist Marty Neumeier explains how to bridge the gap between strategy and design to create events that truly differentiate your company from the competition.
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Four Solutions, One Problem: New Markets
How four companies use event marketing to successfully connect with new demographic segments.
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Building Buzz Without Branding
Europa-Fachpresse Publishing House rejuvenates its flagship networking event for marketing professionals by provocatively stripping it of the attendees' bread and butter: brands.
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Volkswagen's Targeted Test Drive
Volkswagen of America Inc. invites 12 automotive journalists to the French Riviera for an exclusive test drive of the fifth-generation Golf GTI and gets 12 rave reviews.
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Mystery in a Box
Royal Philips Electronics launches its new corporate identity and brand campaign with a strategic event that combines suspense, secrecy, and surprise.
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Achieving Brand Unity Through Events
Faced with weak brand identity among its business partners, Best Software Inc. CEO Ron Verni initiates an annual partner conference to unify the company and drive corporate objectives.
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Rebuilding a Reputation
In the aftermath of an accounting scandal and plummeting stock prices, Xerox Corp. uses a strategic product-launch event to regain credibility.
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