Knowledge Academy
Share professional knowledge, design tips and practical experience in exhibition industry
Exhibition StrategyFive Key Values of Exhibition Interaction: Are They Really Used Correctly?
In global exhibition industry discussions, "interactive experiences" have evolved from optional to default. TSNN (Trade Show News Network) research indicates that interaction is transforming from a tool to "boost on-site engagement" into a key factor directly affecting exhibition effectiveness evaluation. But what truly deserves repeated discussion is not whether to do interaction, but: What problems does interaction solve at exhibitions? Does it truly serve exhibition goals?
Brand StrategyFrom Twitter to X: An Extreme Yet Highly Real Brand Rebranding Experiment
When Elon Musk announced the renaming of Twitter to X, the global market's initial reaction was not praise, but shock, doubt, and even opposition. A name with over a decade of brand equity and high global recognition was erased almost overnight.
Brand StrategyWhen Products Look Alike: What Makes Foodservice Suppliers Stand Out?
In the foodservice supply chain, supplier brands have long occupied a delicate position. They often have solid product capabilities, stable production systems, and real service experience, yet struggle to articulate "who they are" at the brand level. As market competition intensifies, channels diversify, and costs rise, this "passive invisibility" is becoming a core pain point for more and more food and foodservice suppliers.
Industry TrendsWhen Audiences Take Control: Fundamental Changes in Event Experiences in 2026
According to TSNN's observations on 2026 event trends, truly successful events are returning more "control" to participants themselves. Audiences no longer settle for passive viewing, but want to actively decide their path, pace, and depth of participation.
Brand StrategyCafé Lacoste: When a Cup of Coffee Becomes an Entire Brand Universe
French brand Lacoste opened its first Café Lacoste in Monaco, transforming the "crocodile you wear" into an immersive lifestyle space.
Industry Trends2026 Exhibition Three Trends: Global Events Are Rewriting the Rules—What Should We Prepare?
As we enter 2026, the global exhibition industry is undergoing structural change. TSNN's latest report highlights three forces redefining the events industry—brand activations, AI penetration, and immersive experiences.
Brand StrategyEmotion-Driven Brand Loyalty: Exhibition Playbook for Chinese Brands
Building on The Branding Journal’s research, this article explains how seven emotions—Trust, Belonging, Joy, FOMO, Love, Comfort and Empowerment—drive loyalty, with Starrise Expo’s exhibition-ready playbook.
Industry TrendsESG Is Reshaping Global Exhibitions: 2026 Trends, Challenges and Exhibitor Impact
ESG is becoming the foundational rule for exhibitions—materials, logistics, energy and operations head toward mandatory disclosure. Based on TSNN reports and policy trends, this article helps Chinese exhibitors prepare for green compliance and design upgrades.
Brand MarketingBirkenstock Brand Evolution: From Traditional Craftsmanship to Global Cultural Icon
How did a traditional brand known for "health shoes" and "German footbed" rise again in 21st century fashion culture? Birkenstock's modernization provides crucial insights on dialoguing with the era while maintaining brand soul.
Brand MarketingBrand Ambassador Selection: Practical Guide for Exhibition Promotion
Brand ambassadors are more than spokespersons - they are bridges of trust between brands and customers. This article provides practical selection criteria for exhibition promotion across four dimensions: value alignment, long-term commitment, content capability, and measurable returns.
Global ExhibitionsFirst-Time Exhibitor Guide: How to Choose the Right Global Exhibition for Your Business
In the rapidly changing global trade landscape, exhibitions remain the lowest-risk entry point to international markets. This article provides five practical criteria and methods for first-time international exhibitors.
Design TipsBig Design for Small Booths: How to Make Small Booths Stand Out
At exhibitions, bigger is not always better. This article shares how to create maximum value in limited space.
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