3 New Ideas for Branding your Message
When branding an event, perception is the reality. Color, style and creativity are all important. But perhaps most important is remembering what branding means, literally — searing an image or message into someone’s memory. The key to that? Repetition, repetition, repetition. Check out three events that got it right.
Subtle but consistent repetition was the key for Gatorade when it introduced its new, simple “G” logo. David Merrell, owner and creative director of Los Angeles-based AOO Events, created an artist’s loft set that conveyed to guests that a reinvention was occurring. Meanwhile, well-known graffiti artist Swank One recreated six iconic moments in football history that were finished as guests watched. Each featured athlete or coach was interviewed during the day standing before the painting — ensuring that national media would spread the “G” word.
The message was repeated for all the senses in this luxe lounge. The City of Philadelphia hired Philly-based Cashman & Associates to create a lounge space during the Sundance film festival to market and promote the city as a filming location. As you can see, there wasn’t one square inch of space that wasn’t devoted to the City of Brotherly Love. In addition to providing information about the benefits of filming in the city, guests were also offered a taste of Philadelphia — a menu featuring such local items as Tony Luke’s Philadelphia Cheese Steaks, TastyKakes, Peanut Chews and more.
Bravo! Entertainment in Dallas used a unique way to brand an event with the client’s message. Form and function combined as dancers performed behind a screen in silhouette. As they moved, they formed and reformed words, finally ending in the client’s logo or theme of the event, in this case, “Love.” This can be done outside as well with a sunset to provide the silhouette effect. Indoors or out, it’s an effect that gives new meaning to the phrase body art, and like the other ideas mentioned here, makes an impact. And that’s the point.
David Merrell, Scott Barnes of Cashman & Associates and Debbie Myers, CSEP of Bravo! Entertainment discussed the elements of event design, entertainment and production for purposes of branding at the 2009 Event Solutions Conference & Tradeshow in their session, “Events Tonight Show with David Merrell: The Art of Design, Branding and Inspiration.”