In an increasingly competitive market oriented by consumer experience, corporate events have ceased to be just momentary meeting points and have become strategic branding platforms. This is what Eduardo Zech, marketing and operations director of Panda Intelligent Events, a company specialized in creating corporate experiences focusing on brand building, argues.
“We work with the client’s brand objective as the main guideline, observing their attributes, values, behaviors, and key messages they wish to convey,” explains Zech. According to him, every detail of an event – from scenography to visual language – can and should be used as an emotional contact point with the audience, reinforcing the brand’s positioning and values.
For Panda, the event planning journey begins with a deep dive into the client’s identity and strategic moment. From there, sensory, visual, and interactive experiences are built that aim not only for visibility but for an authentic brand experience. “The idea is always to generate relevance, differentiation, and increase impact through the generation of positive reputation,” says the executive.
From physical to digital – The company also invests in digital strategies to amplify the reach of events and extend their impact. “We think about content for before, during, and after the event, through a contact sequence. Additionally, we focus on Instagrammable experiences, partnerships with influencers, hashtags, and digital activations,” Zech reports.
The integration between physical and digital, called the phygital experience, is seen by Panda as an essential trend for the coming years. “Face-to-face events continue to be irreplaceable in creating human connections. But today, digital expands the reach and longevity of the event. We believe that in-person and digital go hand in hand to create complete experiences,” he emphasizes.
Branding with results – Far from improvisation, building branding through events requires planning and result measurement. Panda uses data analysis, benchmarking, KPIs, and even local impact indicators to evaluate the success of projects. “We measure everything from engagement, interactions in activations and brand perception, to the development of territory, such as job creation and local revenue,” says Zech.
Projects like those carried out for Anglo American and Localiza illustrate the power of events as a positioning tool. In the second case, according to Eduardo, the concept created for the event was so aligned with the company’s purpose that it became decisive for choosing Panda as the responsible agency.
Brand culture – For companies that do not yet use events as a branding tool, Panda’s message is clear: start with purpose. “Before thinking about the format, think about the why. What message do you want to convey? What feeling do you want to generate?”, advises Zech. And concludes: “Events are experienced with the body, with emotion, and with the senses. When a brand provides a special experience, it ceases to be just a name and begins to occupy a place in the emotional memory of the public,” he ensures.
