Tradeshow and Exhibit Thoughtleaders
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and the dissemination of truth."

John F. Kennedy

Sarmistha Tarafder's Articles

Exhibit Design Challenge: How Unique is your Brand?

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unique exhibit design  

Marketing is all about making a meaningful differentiation. You simply have to look, feel and be different. Being different gets you noticed. And, “If you don’t get noticed, you don’t have anything."

You just have to get noticed. The challenge is how?

We live in a world of information overload. “Every two days we create as much information as we did from the dawn of civilization up until 2003,” according to former Google CEO, Eric Schmidt. Today, we are fortunate to have have way more than trillion web pages of information at our fingertips. The unfortunate part is, as humans our brains can consume only so much information at any given time. Given this digitalscape that we preside over, it is quite challenging for a brand to strike out as unique. But, if you are exhibiting at trade shows your chances of striking out as a unique brand player suddenly got a whole lot better.

Number one: Your brand is no longer an idea in the minds of your customers and your prospects. Your trade show exhibit is a powerful, physical manifestation of your take charge: enlarge, engage and excite.

Number Two:
Your brand is now a tangible expression of color, form and motion. Make use of it. And see how you gain admiration and evoke inspiration. Remember, "color answer feelings in man, shapes [form] answer thought; and motion answers will." Elevate your space into a memorable locale. Because, “Memory believes before knowing remembers. Believes longer than recollects, longer than knowing even wonders.” Take advantage of the 5 senses to maximize brand memorability. It is a sure-fire way to implement brand uniqueness.

Number Three: What is your story? If you don't have one weave one.

“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions to how we work with others. Companies will thrive on the basis of their stories and myths. Companies will need to understand that their products are less important than their stories." Rolf Jensen, Copenhagen Institute for Future Studies

TOMS Shoes weaves a great story. Buy a pair of shoes and and identical pair goes to someone who does not have shoes. The story is not about about the fabric or the workmanship, the story is about what your act of buying did.

Number Four: What is your unique brand proposition?

A good brand proposition includes the Unique Selling Proposition (USP) that states the benefits that no other brand can provide. It addresses the current needs of your audience and the future aspirations. A good brand proposition connects with its audience on a emotional level. A strong emotional connection is bound to create valuable brand equity.

Now, this is what I would say an unique brand proposition (watch the video below and you will get it.) It takes a contemptuous look at corporate culture, and how companies are tackling the big problems facing the planet. This satirical take shows the worst side of business and gives you a subliminal message that highlights the importance of companies to think about people, planet and profit.

 "F**k you takes what would be our present day financial burden away from us, and transforms it into a chronic economic, social, cultural and political crisis  for future generations. It ensures solid returns to our shareholders - by killing their grandchildren."

At the end of the day if you are peddling the same stuff, pitching the same features and claiming to be the world's biggest and best all in the same voice, you are destined to be doomed. Keep in mind: Your brand "is composed of many different pieces which, together, capture the attention of your buyers. Some of the pieces are physical, but much of branding is intangible; ideas and thoughts put into words, pictures and videos.” And, your exhibiting space "is a collection of experiences; to try, to buy, to admire and to inspire."

© 2013 by Sarmistha Tarafder