For an event to be a brand experience, and not a branded event, a defined brand experience needs to be woven across all touch points the brand has with its target audience. It needs to first and foremost appeal to the target audience through their emotional triggers, and then build equity for itself off the things that make it uniquely different to its competitors.
Through our 26 years of operation, Exp has developed a strategic process to define a Brand experience by analysing the customer world and Brand DNA, and then evaluating both against the competitive environment to determine the Brands ownable properties.
We then define the experience across the six senses - the sixth being the desired emotional take-out we need the consumer to make by being involved in the activation - and build it across the touch points the brand has with its target audience.
The result is an active rather than passive Brand experience.