Smart companies today realize that traditional forms of marketing and communications don't cut it any more. Customers want more than a smiling face accompanied by a catchy slogan and jingle aired on prime-time TV. Instead, customers judge products, brands, and entire organizations based on the experiences that they offer. Companies therefore need to provide experiences, and these experiences must be entertaining, engaging, boundary breaking, and at the same time value creating. Show business delivers such experiences, and in a more cost-effective way than any other form of marketing. As a result, there is no business that can't benefit from show business.

But what is the right type of show for your brand? How do you stage and manage ...

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