Internal ‘brand experiences’ raise the profile of the brand within organisations and illustrate how the brand is relevant to - and inspires - everyday behaviour. There is no typical ‘event’ - they are always tailor-made to suit message, environment and audience. They range from

multi-sensory ‘shows’ to more practical activity that becomes part of a manager’s toolkit. Brand experiences often target audiences that don’t have access to - or are resistant to - conventional media such as in-house magazines or the intranet.