Primal Instincts
Everyone wants to create a pack of brand evangelists, but no one tells you how. |
Absolut Gets Buzzed
To kickstart its entry into the pre-mixed, ready-to-drink beverage market, vodka brand Absolut rolls out a culturally-rich launch campaign built exclusively on the valuable word of mouth passed along by its precisely targeted audience. |
Three Problems, One Solution: Rebuilding Reputations
Three companies, with products and services ranging from aging compact cars to disease-ravaged cities, try to renew their image with skateboards, listening tours – and Jackie Chan. |
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. |
Back in the High Life
With distributor relations strained and a new parent company at the helm, Miller Brewing Co. reinvents its annual distributor convention — to barrel-busting results. |
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. |
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. |
Four Solutions, One Problem: New Markets
How four companies use event marketing to successfully connect with new demographic segments. |
Marketing: A Liar's Art
What kind of story do your events tell? Seth Godin shows event marketers how to 'lie' the right way – and leave attendees with an impression they'll not soon forget. |
Positioning is Dead
The popular marketing concept of positioning is stuck in a ‘70s time warp, forever crippled by a fatal flaw in its DNA – a lack of measurement. What's taking its place? Brand wikification. |
Aloft A-Go-Go
Starwood Hotels' new Aloft brand hits the road with rolling accommodations that are reinventing the staid world of hotel marketing – and exceeding goals at every stop. |
CA's Strategic Reboot
CA Inc. redesigns its annual user conference to regain customers' confidence after a corporate accounting scandal. Its strategy? Offer customers and partners insider information, executive access, and a commitment to change. |
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. |
Beauty Mark
Kao Corp. uses the side of a 30-story hotel to make its mark on the Japanese media, not to mention 5,000 mesmerized consumers. |
Under the Influence
Diageo turns bartenders into brand evangelists with a series of strategic events designed to educate, pamper, and recognize the talents of its customers. |
Volkswagen: A Luxury Brand?
Besieged by skepticism over the launch of two new luxury vehicles, Volkswagen of America Inc. converts its doubtful dealers into enthusiastic evangelists by redefining its marketing strategy with a luxury ride-and-drive experience. |
