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The Value of Unique Assets to a Brand

Camie Dunbar   |   Mar 13, 2018 3:49:51 PM

Everyone wants to stand out, be unique and promote their own personal brand. For some, it may include some new killer heels and an I’ve-got-this attitude. For others, it might be a swanky new suit and the confidence to match it. Just like people, businesses are also looking for ways to stand out in the crowd. But unlike new clothes or shoes, brands have to demonstrate their uniqueness in a different way. This is where having unique experiential assets can help bring value to your brand

Assets can be just about anything. In traditional marketing, assets can include yawn-inducing emails, brochures, website content, and standard videos. However, with Experiential Marketing (EM), these boring approaches are dumped in favor of innovative and engaging experiences that resonate with audiences. To be truly effective, these experiences need to be convenient, relevant, and entertaining. They have to bring your brand to life.

Experiential Marketing, in conjunction with outstanding assets, is what makes consumers want to stop and engage with you over another company. It’s the je ne sais quoi — that special something — that makes them want to come along for the ride to learn more about what you have to offer. Consumers want to feel like they are part of something indescribable, new, and aren’t just on the outside looking in.

Why the Uniqueness of Assets Matter

As more companies flood the easy to penetrate marketplace they are increasingly turning to Experiential Marketing. A crucial component of this process is creating activation opportunities that help consumers embrace and build positive perceptions of your brand. This includes creating immersive experiences that resonate with your company/brand.

Having one-of-a-kind assets can go a long way in helping you successfully create these lasting impressions. Give your audience what they didn’t even know they wanted — something they can share with their friends, family, and the rest of the world on social media. Offer ‘em something they can see, hear, feel, smell, touch, and taste for the first time. Give them an opportunity to experience your brand at a whole new level.

Think of the Budweiser Clydesdale team of horses hitched to the iconic red wagon for Anheuser–Busch. These brand ambassadors travel the country and give fans an opportunity to experience the heart and soul symbol of Anheuser-Busch. Additionally by utilizing Innovative Group to help create its Bud & Burgers tour experience, the Budweiser team traveled to lifestyle events around the country to generate buzz for the brand and promote the americana merger of a delicious hamburger, enjoyed with an ice-cold Budweiser. The mobile experience, which featured food, games, prizes, and Budweiser brand sampling, hit 10 events throughout the Southeast region, reached over 65,500 guests, sold over 125 cases of Budweiser, and made a lasting impression with fans and other vendors.


For more than 18 years, Innovative Group has helped companies and brands around the country make lasting impressions with massive audiences at more than 1,100 events each year. Some of these events, which have featured Innovative Group’s exclusive assets have included:

How do we do it? Through the use of our award-winning, one-of-a-kind mobile activation assets.

MAXimus: An Award-Winning Marketing Solution

The Innovative Group team is proud to share that we received the 2018 Gold Stevie® Award for “Business Development Achievement of the Year.” The Stevie® Awards, the world’s premier business awards, are among the industry’s most coveted recognitions. The Business Development categories, which span a number of industries, incorporate “the creation and mining of partnerships, alliances, deals and agreements that don't directly produce sales, but instead create platforms from which sales may be pursued.”

We received the award for developing experiential assets and services which made us stand out from our competitors. In essence we have moved the bar even higher in the mobile experiential hospitality and entertainment industry.

Our approach was to set free the imagination of our creative team by not allowing them to be limited by the industry’s existing standards and any preconceived constraints. As a result, our team was able to invoke their innovative genius to design our three most current outstanding assets:

  • MAXimus (or MAX, which stands for Mobile Activation eXperience) — the world’s only 72-foot tractor trailer mobile culinary performance and entertainment vehicle;
  • DRAFT (Dynamic Restaurant Aboard Fire Truck) — a renovated fire truck that caters to first responder-oriented philanthropic initiatives and festivals that enjoy beer, BBQ, and fire-hot entertainment; and
  • INSITE, Hospitality Elevated — a mobile VIP hospitality platform that marries luxurious suite design, first-class amenities, and superior customer service.

Our unique approach and relentless drive to change old perceptions in experiential marketing has helped fuel our client’s stagnant growth and set us out on a lasting journey to break the asset mold again and again.

Want to see how Innovative Group and our award-winning assets can help your brand stand out through experiential marketing? Get in touch with our team of innovative solutionists™ today to start a discussion.

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