Posted by

Barry Siskind

Community Manager

 

Is your trade fair a brand?

 

The Wikipedia definition of a brand is “a personality that identifies a product, service, company,” (or a trade fair.)

 

With this definition in mind, I would suggest that most trade fairs have a distinct look and feel that is recognizable to the people (exhibitors, attendees, sponsors, etc.) who participate in them.

 

It takes time to build a brand and even more time to maintain one. In a recent edition of  Exhibition News, writer Mike Trudeau wrote a terrific article titled “Brand Evolution of Exhibitions.” In a nutshell his thesis is that when organizers rest on their brand laurels, the brand itself will stagnate and falter.

 

http://www.exhibitionnews.co.uk/featuredetails/85/brand-evolution-of-exhibitions

 

Maintaining a viable brand is a constant challenge fraught with the unpredictable consequences of trial and error – but worth the effort nevertheless.

 

It’s an article worth reading.