Founder and CEO of The Impossible Institute, Dan Gregory, will present a keynote on Day 1 of the Australian Event Symposium.
A behavioural researcher and strategist, Dan will be applying his extensive knowledge and experience to bring all the strands of the Event Symposium theme together as he takes a look at Event Destination Branding and all it implies.
A marketing and branding thought leader and an enthusiastic proponent of disruption as a means of making the impossible possible, Dan’s unique perspective on the intersection of events, tourism and destination branding will merge his vast experience in human behaviour and motivation, advertising, innovation and brand development. Throwing all of these elements together inside Dan’s singular brain is sure to produce a thought-provoking keynote presentation of exceptional value for those in both the events and tourism industries.
As destinations become brands, as events brand destinations and as brands become reasons to visit and explore or to host occasions of all natures, from conferences to major international events, Dan’s insight into the psychology behind why successful brands make it easier and more likely for a consumer to choose one thing – or in this case, one particular place – over another, will encourage tourism, events and destination marketing professionals to see their own industry in a new light.
The Impossible Institute is a research and training organisation that advises management and sales departments on what truly drives their customers and employees. In addition to founding the Institute, Dan has a 20 year career spanning human behaviour, marketing, new product development and communications. He has frequently appeared on ABC’s Gruen Transfer and spent time performing in the US and the UK as a stand-up comedian.