uniplan™

The staged space: brand lands, trade fairs and events. LiveTalk 2008 in Stuttgart takes place at a brand land par excellence: the Mercedes-Benz Museum. We visit the inventor of the automobile and discuss the design and impact of brand worlds.

As a brand consultant, Dr. Christian Mikunda knows that the impact of classic advertising continues its downward trend, therefore he specializes in live communication. Whether a trade fair, brand land or event, and regardless of the amount of investment, the theory is that the precision of the staging alone is crucial for success. This enables the customer to experience the brand emotionally and directly. But is it all just about the “big bang”? Not at all. Marketing experts are increasingly starting to think about live portfolios. Dr. Andrea Vossen, Executive Director at Uniplan demonstrates this. Only in this way can trade fairs and events really make a contribution to the marketing targets of a company.