Making the right statement Words have a powerful impact on the perceptions we try to establish with our customers. The correct words let our customers know we understand their needs. The wrong words demonstrate that we haven't got a clue as to who they are or what they need. You need a more compelling argument to competitively position your show and to build its long-term brand equity. It should articulate the specific details of the show and provide dimension to the heart and soul of the show and its producers.
Words create pictures.
Pictures create images. Your brand image is deeply affected by the words you choose and the graphics that bring them to life. Another major factor impacting your brand awareness and brand equity is the communication programs that you establish for your show. A good case in point. It adopted the graphic symbols of a circle, square, diamond and triangle to represent different aspects of the show and the computer technology it featured.