March 21, 2019 | 4:00 PM
Freeman Alexandria Office
Alexandria, VA

Brand Experience Lab: Branding (Part 2)
The Power of Event Branding – Bringing an Event Brand to Life

In Part 1 of the branding discussion, participants learned that an event brand is a promise to attendees about what they will take away from an event. The session discussed the value of developing and maintaining a powerful event brand, separate from your association brand, to deliver on that promise and drive attendance.

The March Brand Experience Lab brought those learnings to life through powerful case studies that demonstrated event branding concepts in action. The panelists discussed how event teams translate brand strategy into creative execution, effective marketing tactics and unique onsite experiences that build an event promise that attendees want—and one that keeps them coming back year after year. Participants left with fresh ideas about how to evolve an association event into a brand experience that is considered the preeminent place for information in their sector.