Having recently spent two solid days manning an exhibition stand I had plenty of time to think. Surrounded by around 360 other exhibitors’ stands my mind naturally turned to branding. The relative merits and slip ups were too tempting to ignore. Obviously it would be poor form to use specific examples of brand identities that fell short and likewise I’ll let you decide what might work best .
Instead here are some key observations about brand identity that became very apparent over the course of my time in the alternative dimension of a national industry show.