Live brand experience reduces reliance on advertising

Date: 02/06/2010

Creating an engaging live brand experience can reduce a company's reliance on other forms of advertising and marketing, it has been claimed.

According to marketing industry expert Peter Blackwell, advertising is a tool that is often used by companies that produce poor live brand experiences.

Speaking to an audience at the CMA's National Convention in Toronto, Canada, Mr Blackwell was reported by Marketing Magazine as saying: "If you can produce the right brand experience where the consumer engages with you directly in what you offer, then there should be no need for advertising because experience will do everything for you."

He claimed that while advertising can be used to build up brand awareness quickly, "in general advertising is something you do to make up for a weakness you have experienced".

Panasonic has used a live brand experience to promote its 3DTV technology in UK - bringing the 3D Cinema to 33 locations across the country. ADNFCR-2060-ID-19813882-ADNFCR

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Live brand experience reduces reliance on advertising

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