In an increasingly competitive and customer experience-driven market, corporate events have ceased to be just punctual moments of gathering to become strategic branding platforms. It is what Eduardo Zech advocates, Marketing and Operations Director at Panda Intelligence in Events, 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, comportamentos e mensagens-chave que desejam transmitir, explain Zech. According to him, cada detalhe de um evento — from set design to visual language — can and should be used as an emotional contact point with the public, reaffirming 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, they are built sensory experiences, visuales e interactivas que buscan non só visibilidade, 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
De físico a digital – The company also invests in digital strategies as a way to amplify the reach of events and prolong their impact. Pensamos conteúdo para antes, during and after the event, through a contact gauge. Furthermore, we bet on Instagrammable experiences, partnerships with influencers, hashtags and digital activations, relates Zech
This integration between the physical and the digital, call for phygital experience, é vista pela Panda como uma tendência essencial para os próximos anos. 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, the building of branding through events requires planning and measurement of 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, até o desenvolvimento do território, como geração de empregos e receita local, say Zech
Cases such as 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, o conceito criado para o evento foi tão alinhado ao propósito da empresa que se tornou decisivo para a escolha da Panda como agência responsável
Brand culture – For companies that do not yet use events as a branding tool, The Panda message is straightforward: start with purpose. Before thinking about the format, think about why. What message do you want to convey? What feeling do you want to evoke?”, advises Zech. Os eventos são experienciados com o corpo, com a emoção e com os sentidos. 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
