Posted by

Barry Siskind

Community Manager

 

In a recent article in Exhibition News, by Vivid Interface MD Geoffrey Dixon, two interesting facts about brands were discussed: positioning and value.  Brands are now considered a core element of business and by attending to both issues, organizers can identify growth opportunities and avoid costly mistakes.

 

The issue of positioning is addressed in “brand permission.” When you are attempting to position your brand in a new marketplace, consider whether your brand has earned permission to enter that market.  The questions this raises are:   How do you know if you have permission? And who do you need permission from? The answer to both questions is your customer.

 

The issue of value addresses whether there is value in moving the brand into new areas from the point of view of both exhibitors and advertisers.

 

Dixon’s thought provoking article is well worth your read.

 

http://www.exhibitionnews.co.uk/featuredetails/99/research-brand-permissions