Welcome Long Beach, California, home to the 2014 Arena Management Conference (AMC), which began on a high note with a discussion about brand strategy.
“Creating brand allegiance or brand loyalty is the most important challenge you face,” said Greg Economou, executive vice president for Guggenheim Media and dick clark productions, during his opening session, “How and Why Venues Need to Think About Brand Strategy, Brand Management, and Brand Leadership.”
Economou encouraged AMC attendees to become experts in brand management.
“Your venue is the front porch for your core tenant brands,” he said. “Brand helps drive value, which brings in money.”
Using his experience at venues, such as Madison Square Garden, Economou inspired attendees by telling them that besides their regular job titles (e.g., general manager, director, etc.), the title “brand leader” should be included, as well.
“Branding is a promise of your persona,” he said. “The words you use to describe it are more important than the images that depict it. Ask yourself: What’s your mission, position, and vision? Live the positioning everyday in every way. It’s the most important thing that you can do.”