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Trade Show Stand Design: The “SureStep” Way to Brand Victory

In an age when board rooms are no longer the birthing cavity for brands and when Facebook and Twitter seem to be establishing and expanding, or diminishing, the brand perception, trade shows and specialized venues seem to hold the secret to your brand experience.

Today, a brand is defined as your reputation built from your promise to your customers and the sum of all of their experiences with you.  Trade shows happen to be a unique arena where your prospects get to touch, feel, breathe and explore your brand.  For this, you need to be bold and dauntless.  This is one place that your brand must stand out from the noise of the crowd.  The strategy that you embark upon is the key.  It is the only “SureStep” way to your brand victory.

“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” Chinese Military General Sun Tzu

SureStep has done exactly that.  Designer Greg Mathieson has incorporated the strategy of adventurous creativity and established the brand on high grounds.  A company with patents for children with low muscle tone who have trouble with stability due to pronation provides bracing for normal movement and function.  In an effort to paint a picture of a child’s normal life using SureStep, the booth stand design was anchored in the center field by a conceptual tree house.  It is bold.  It is defining.  It is purposeful.  The purpose of this messaging is not about the product.  It is about bringing fun and adventure in a child’s life.  The brand has now secured victory.

What's Working In Exhibiting White PaperDesign is one of many key parts of better trade show marketing. You’ll get insights and find much more in the What’s Working In Exhibiting white paper. Request your free, 32-page copy by clicking here.

About the Author

Sarmistha Tarafder is the Creative Director and Choice Architect for Skyline Northern California trade show exhibits. She is the co-creator of brands in 3D spaces.

2 responses to “Trade Show Stand Design: The “SureStep” Way to Brand Victory

  1. Any article about trade shows that quotes a historical figure (especially a general) is awesome in my book. I use to keep pictures of Napoleon and Alexander on my office wall to pump me up.

  2. Thank you Cameron.
    Culture, to me is like oxygen. It keeps me alive and inspired!

    Alexander the Great, once said:
    I had rather excel others in the knowledge of what is excellent, than in the extent of my power and dominion.

    I believe trade shows are great ways to convey exactly that!

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