Thursday, September 27th, 2007
This is your roadmap for the brand. To be “on-brand” everything you do should reflect the essence you’ve articulated in your Brand Distillation Pyramid. After all, it’s not just about a great party it’s about reinforcing consumers’ positive perceptions of the brand.
A word of caution
Before you look at this and think that because you’re not planning a consumer loyalty event, brand launch, concert, etc this doesn’t apply to you…think outside of products & services. People can be defined as brands. Remember the definition: “A brand is a collection of perceptions in the mind of the consumer based on experiences.”. When a brand is the focal point of an event – and that event could be a wedding, a speaking engagement or a fundraiser – it’s critical to ensure the brand(s) is reinforced through all elements of the event. In the case of a wedding, determine who the couple is, what they stand for, what their essence is and ensure from the cocktails to the decor the event is couple-centric.
*Brand definition source: A Dictionary of Business and Management
Photo source: Image Bank
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Lara, this is really fantastic! I'll be sure to link to it in my blog; even though it's from last year the content is still totally valuable!
Thanks for your visit to my newly created blog. I was glad to hear you say that more thought should be given to the role of events in developing relationship and representing a brand. In fact, I am in the midst of my thesis for the University of Oregon Honors College and I'm doing it specifically on the role of special events as a tool to develop and manage relationships with young professionals. I'm excited to have some affirmation that this topic is really relevant today! I'll definitely have to spend more time reading all your archives. I'd love to find out how you came to do what you do, since I am just barely beginning to figure out how to get into my intended career path. Thanks again!
Thank you to all for the wonderful comments!
Thank you for posting this! Your blog offers so much great inspiration, advice, ideas...I always love checking out what new things you have posted here!
LOVE this article!! Fantastic job.
this is brilliant! (thanks for your visit to my little blog)
You are my hero! Awesome post Lara.
Lara, this is really fantastic! I'll be sure to link to it in my blog; even though it's from last year the content is still totally valuable!Thanks for your visit to my newly created blog. I was glad to hear you say that more thought should be given to the role of events in developing relationship and representing a brand. In fact, I am in the midst of my thesis for the University of Oregon Honors College and I'm doing it specifically on the role of special events as a tool to develop and manage relationships with young professionals. I'm excited to have some affirmation that this topic is really relevant today! I'll definitely have to spend more time reading all your archives. I'd love to find out how you came to do what you do, since I am just barely beginning to figure out how to get into my intended career path. Thanks again!
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