"At 5, the clock radio at the hotel started playing Steely Dan. I knew it in less than a second. Two notes.
Same thing happens when I see just the edge of the New Yorker sitting in the pile of mail or the formatting of an email from a friend. I could probably tell a Starbucks just from the sound and the smell of the store. They all have brand DNA.
Do you? Does your blog? Your company? I don't think it happens by accident."
http://sethgodin.typepad.com/seths_blog/2007/04/one_second.html
He makes an excellent point and my thought is this, do your events have Brand DNA? They should.
From the tradeshow floor, sales incentive, conference and board meeting to the product launch and mobile marketing tour, your events should be an extension of your company and your brand. All are connected.
I was recently hired to create a custom brand for a city-wide community visioning workshop. The idea was to create a custom event brand and use effective marketing strategies to create a sense of “newness” and community buy-in and trust in the event. I have written at length about this experience and branding events to highlight the importance of branding in general and to demonstrate the connection between branding a product and a branding an event.
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