There's No Business That's Not Show Business: Marketing in an Experience Culture

Chapter 6Eight Steps to Keeping Your Show On-Brand

This chapter presents an eight-step framework that keeps your show aligned with your brand. Alignment ensures that your show will reinforce rather than confuse the identity of your brand. This helps your show to become part of your brand strategy and a tool for building brand equity.

The eight steps of this framework can be seen below in the Eight-step framework for keeping a show on-brand. Moreover, each step is illustrated in Cases of the eight steps to keeping a show on-brand (on page 94) with 10 cases that we introduced previously.

Eight-step framework for keeping a show on-brand

1. Know Your Brand Identity
2. Know Your Brand Strategy
3. Know Your Target Audience
4. Know Your Strategic Challenges ...