Brand Experiences: Inside the Evolving Realm of the Executive Briefing Center

Customer-facing, the critical component of converting prospects, is getting an upgrade as Corporate America continues to embrace Executive Briefing Centers as a strategic part of their companies' overall face-to-face mix.

EBCs have been leveraged for years, but never by so many companies and never at this level: The latest crop are high-tech, engagement-based environments that literally stamp an indelible brand on visitors and immerse guests in the total corporate experience. "The EBC is the bull’s-eye of the brand experience," says Dave Piper, managing director-experiences at Philadelphia-based EBC solution provider Sparks. "It creates a highly personal interaction between a host company
and decision-makers from key accounts."

As prospects have less time to attend traditional trade shows and customer summits, and as brands press on to create quality time with prospects away from the eyes of competitors, EBCs fill the void. “If you have the most state-of-the-art products in the world, how you represent yourself has to be done with state-of-the-art marketing techniques,” says Rob Pollack, Boeing’s vp-branding.

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