1. How to Create Brand Loyalty Through the "Un-Event"

    How to Create Brand Loyalty Through the "Un-Event"

    Consumers know when they are being marketed to, so the challenge for event professionals is to create experiences that are authentic, personal, and sharable on social media. At Samsung, the mindset is to challenge convention when creating events by reimagining what a traditional event looks like. The result is the “un-event,” which the brand has applied to fashion shows, concerts, cooking demonstrations, yoga events, and more.

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