ISPO
BRAND STRATEGY
How will the trade show theme be revitalized in the future? And what opportunities will this create for brands when trade show concepts are supplemented year-round and digitally?
What happens when the goal is to set new standards for the future of trade shows and combine event concepts of B2B and D2C? ISPO is now a global and strong brand. The challenge at the time was to expand the range of products and services on offer while at the same time raising the brand’s own profile. On the market since 1970, the family brand ISPO has evolved from a pure trade show organizer to a 365-day platform. With an internationally conceived umbrella brand strategy for the family brand managed by Messe München GmbH, we worked closely together to clarify the claim for the brand.
The new claim “Accelerating Sports” promises the sports industry a full-service offering that brings together all stakeholders. ISPO is becoming a place of innovation, inspiration, and interaction, where the tension between digital and real is resolved. It becomes a curator of success stories and is subsequently known as much for content as it is for trade shows. And we at Dorten have accompanied ISPO in its repositioning in terms of brand strategy nationally and internationally, communicatively, and visually – in close cooperation with the ISPO team around Christoph Beaufils, we have “accelerated” the brand.
Here you can find the Power Brand: ISPO.com
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