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This technology giant set out to create a brand community wherein every stakeholder-dealers, customers, the press, and development partners-could connect with the brand and understand its vision for the future. MJM created a community-building occasion, centered on a proprietary event that delivered far more value than a traditional trade show might. Just as important as the environment, carefully crafted meetings with dealers, the press and analysts brought to life the brand promise in a compelling and relevant way for each audience. The program has been so effective it has become the core of a successful marketing communications strategy.
