The Power of Brand

Transitioning from physical to digital requires a review of market posture in order for core competencies to remain relevant. This session aims to break the mould of tradeshow thinking to enable us to reposition as more than event organisers and establish resilient brands. In a digital world where products are not perceptible by touch, brands must be intelligent and dynamic in order to capture consumers’ imaginations. This session will build on learnings from the previous and discuss the application of consumer needs to brand values, design and messaging, to ultimately create a winning customer journey. The session will include a case study of the Anime NYC and Awesome Con brands, managed by Clarion's Leftfield Media, which have transitioned with ease to digital and beyond due to the strength of brand and brand values.

Discussion points:

• Why customer/market perception is critical to brand longevity
• How to reposition your brand whilst maintaining brand integrity/customer loyalty and trust, as well as identifying new customers
• Retaining brand narrative through multiple communication channels to reach current and target customers
• Brand implementation in a digital 365 scenario
• Case study: Anime NYC and Awesome Con digital transition

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