Moving the Brand Wheel

Many Destination Marketing Organizations engage in “tweaking” or completely changing their brand architecture and messaging. This is a natural reaction to changes in customer behaviour patterns and the continual effort to ”Edge” the competition’s brand messaging. Often, after looking at competitor campaigns and conducting reviews…

Continue Reading

Meetings with many views!

Meetings with many views. Interview by MIM Europe Magazine with Gary Grimmer   The meetings industry needs people like Gary Grimmer. At the head of Gaining Edge, a specialist firm focused on the international events industry, he’s been helping setting up convention bureaus, offering consultant services…

Continue Reading

Europe's Trouble Could Mean Opportunity

A column written by Gary Grimmer featured in KONGRES magazine Autumn Issue (VOLUME VI, ISSUE 4, OCTOBER 2012) Europe is going through some tough times, but often there is opportunity in adversity. The key is finding it and taking advantage of it at the right…

Continue Reading

Forget Loyalty, Relevance is the New Reality

Forget Loyalty, Relevance is the New Reality Author: Gary Grimmer   Perhaps one of the most fundamental recent shifts in the association world is the decline of loyalty. In days gone by, members were loyal and felt a deep sense of belonging. Today things are…

Continue Reading