Focus on the Why: How Branding Principles Can Guide Your Event Design
It is sometimes easy for planners to get wrapped up in the “what” of the event—planning the perfect evening function, selecting just the right menu, or creating a high-energy general session. While this part of the planning is essential, it is also important to take a step back from the details to first understand the “why” that will guide all the event design decisions. This session will explore three key steps to help you focus on the “why” and use an outcome-based approach to design an effective and memorable event. We will explore how key branding principles – brand essence, target audience profiling, and emotional and functional attributes – can be applied in the event design process.
Tuesday 18 February
4:15 pm - 4:45 pm