American Express Meetings and Events have released a White Paper on identifying and using the “why” behind events as a key driver for event design.
The paper suggests that event organisers should be thinking about their events in much the same way as those marketing the world’s biggest brands think about their products.
“In branding exercises, marketing professionals often work to deﬁne and communicate their brand’s essence—the brand promise, the brand mantra—the “one thing” that communicates the emotional and functional attributes of the brand. These few, select words or brief statements are the “Why” of the brand, and should encapsulate not what it does, but how it will make its consumers feel.”
Download the full white paper here.