Your brand is your company’s identity, and it’s built upon perceptions. Through visual representation, storytelling and statements of purpose, you elevate your brand to something more than a product or service. But when a brand starts to stagnate, bold stakeholders and partners need to reinvigorate the values that inspired the business in the first place — and experiential marketing is a weapon designed to fight stagnation and drive “re-relevancy.”
Take Vans, for example. After making a name for itself among the skate-punk elite, Vans overextended its reach in the ’80s and filed for bankruptcy. To rebuild, Vans returned to its roots, embracing the people and cultural pillars of music, skateboarding, surfing and street-based artistic expression that gave it early success.
