Live brand experiences 'must be communicated as necessary to company heads'

Date: 07/04/2010

Live brand experiences must be at the top of many agendas, it has been asserted.

James Horsham, the chair of the South Wales Branch of the Chartered Institute of Marketing (CIM), spoke to WalesOnline about the importance of liaising with the correct corporate events management firm when delivering a live brand experience.

He argued that the calibre of your marketers "is of vital importance" as responsibility for brands usually lies with this department, though the size and knowledge of such teams can vary wildly.

Mr Horsham argued that most marketers focus on brand management and delivering services instead of the live brand experience as a whole, even though both skills are "fundamental".

He concluded: "You must be able to articulate to your board the financial benefits of incorporating a customer experience programme, the associated costs, the process and crucially the difficulties that will be faced."

Alison Morris, editor of MyDaughter.co.uk, recently noted that more children are becoming brand conscious from an earlier stage in their lives, highlighting the direction and importance of live brand experiences.

Posted by Michelle Fry
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