In an increasingly competitive and customer experience-driven market, corporate events have ceased to be just occasional gatherings and have become strategic branding platforms. It is what Eduardo Zech advocates, Marketing and Operations Director at Panda Event Intelligence, company specialized in creating corporate experiences with a focus on brand building
We work with the client's brand as the main guideline, observing its attributes, values, behaviors and key messages they want to convey, explain Zech. According to him, every detail of an event — from set design 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 planning journey of an event begins with a deep dive into the client's identity and strategic moment. From this, sensory experiences are built, visual and interactive elements that seek not only visibility, but the authentic experience of the brand. The idea is always to generate relevance, differentiation and increasing impact, through the generation of positive reputation, affirms the executive
From physical to digital – The company also invests in digital strategies as a way to amplify the reach of events and extend their impact. We think about content beforehand, during and after the event, through a contact ruler. Furthermore, we bet on Instagrammable experiences, partnerships with influencers, hashtags and digital activations, Zechariah reports
This integration between the physical and the digital, phygital experience call, it is seen by Panda as an essential trend for the coming years. In-person events remain irreplaceable in building human connections. But today, digital broadens the reach and longevity of the event. We believe that in-person and digital go hand in hand to create complete experiences, highlights
Branding with results – Far from improvisation, building branding through events requires planning and measuring results. The Panda uses data analysis, benchmarking, KPIs and even local impact indicators to assess the success of projects. We measure from engagement, interactions in activations and brand perception, until the development of territory, as a job creation and local revenue, says Zech
Cases like the projects carried out for Anglo American and Localiza illustrate the power of the event 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 in choosing Panda as the responsible agency
Brand culture – For companies that do not yet use events as a branding tool, Panda's message is straightforward: 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 evoke?”, advises Zech. And he concludes: "Events are experienced with the body", with emotion and senses. When a brand provides a special experience, she ceases to be just a name and begins to occupy a place in the audience's emotional memory, guarantee
