by Chris Kappes, Exhibit City News
We live and work in a world of mythmaking.
Myths are more than just stories; they are narratives that embody the values, culture, and aspirations of a brand and society. Tradeshows and events play a crucial role in this myth-building process, offering a unique platform for companies to showcase their identity and forge lasting impressions.
What is Mythmaking?
At its core, mythmaking involves crafting a narrative that resonates deeply with an audience. Do these sound familiar?
Coca-Cola: Things go better with Coke. Synonymous with happiness and togetherness,
Alka Seltzer: Plop, plop, fizz, fizz, oh what a relief it is. Synonymous with stomach relief.
Wheaties: Breakfast of Champions. Synonymous with a performance breakfast.
BMW: The Ultimate Driving Machine. Synonymous with speed and driving performance.
These myths are not mere fabrications; they are rooted in the genuine ethos of the brand. Successful myths tap into universal themes such as innovation, heroism, and the pursuit of excellence. They give the brand a personality and a voice that customers can relate to and believe in.
Mythmaking & Live Events
Tradeshows are more than just venues for displaying products; they are stages where brands and people bring their myths to life. Here’s how tradeshows contribute to myth-building:
Strategic Storytelling: Every aspect of a brand’s presence at a tradeshow—from the booth design and products displayed to exhibit staffers—tells a part of the brand’s story. This strategic storytelling contributes to a cohesive narrative that captivates the audience.
Immersive Experiences: Tradeshows provide an opportunity to create immersive environments that reflect the brand’s mythos. From elaborate booths to interactive displays, companies design spaces that tell their story in a captivating way.
Live Demonstrations: Live demonstrations allow audiences to experience the brand’s narrative through action, making the myth more impactful and memorable.
Direct Engagement: Face-to-face interactions at tradeshows allow brands to connect directly with their audience. These personal engagements humanize the brand, making the myth more tangible and believable.
Networking Opportunities: By connecting with influencers, industry leaders, and media, brands extend their narrative beyond the tradeshow floor, creating buzz and anticipation for what’s next.
Showcasing Innovation: Tradeshows are ideal for unveiling new products and innovations. Presenting cutting-edge technology or groundbreaking solutions reinforces the brand’s image as a leader and pioneer.
Cultural Integration: Integrating the brand’s narrative with the local culture and community ensures that the myth resonates with the audience on a cultural level, making it more relatable and authentic.
Building Community: These events bring together industry professionals, customers, and media, creating a sense of community around the brand.
Measuring Impact: Brands can collect feedback, monitor social media engagement, and analyze attendee behavior to understand how effectively their myth is being communicated and received.
Sustainability and Responsibility: Tradeshows are an excellent opportunity for brands to demonstrate their commitment to these values.
Leveraging Technology: Incorporating technology, like virtual reality and interactive apps, creates immersive experiences that bring the brand’s myth to life in new and exciting ways.
Post-Event Engagement: The myth-building process doesn’t end when the tradeshow does. Brands can engage with attendees’ post-event to keep the myth alive and evolving.
The core ingredients—compelling origin stories, heroic characters, transformative events, cultural appeal, consistent messaging, symbols, and audience engagement—work together to form myths that endure and elevate the brand’s identity.
Tradeshows and events are invaluable in this myth-building process, providing platforms to showcase innovation, engage directly with audiences, and create memorable experiences. By leveraging these opportunities, brands craft enduring myths that inspire and resonate, ultimately driving loyalty and success.
