Wolfram N. Diener: ”Trade fairs deepen the relationship with a brand.”

The economy is evolving, and many companies are undergoing transformations that significantly  impact their brands. Trade fairs bring these brands and their developments to life, creating unique spaces where customers can directly interact with them. Far more than just events, trade fairs serve as powerful platforms for strengthening brand identity and enhancing visibility.

In the latest episode of our video series “Facing Tomorrow”, Wolfram N. Diener, CEO of Messe Düsseldorf, shares a compelling example: drupa, the world’s largest trade fair for print technologies. This industry has experienced a profound transformation, with many companies reinventing themselves—a journey that can be experienced first-hand at drupa.

Watch the video to discover the opportunities trade fairs offer for branding, how brand appearances adapt across industries and events, how brand presentations are evolving, and the critical role digital extensions play in amplifying these experiences.