On a roll: Brian Edwards

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As president of Edwards Technologies, audio-visual whiz Brian Edwards, 50, has become a guru of sound and visual effects in retail and entertainment venues including the Tiger Woods Media Experience at Nike's Beaverton, Ore., headquarters and interactive displays at the Fort Worth (Texas) Zoo and Universal Studios.

Insight: Powerful multimedia effects have become the newest branding tool, going beyond advertising with music and lights to tap into consumers' souls.

Opinion: Better technology and richer entertainment choices have made consumers more sophisticated in their expectations; it's harder to get away with a one-dimensional message.

Observation: More money is being spent on music and video equipment in public venues, and the multimedia experience is becoming a big part of brand strategy plans.

Tip: Smart retailers are using music and layers of multimedia to draw consumers in and keep them there. Integrate brand messages with fun,

entertaining sounds and visual; surprise people.

Prediction: Consumers are multitasking in their personal lives so much that marketers will have to reach them from four or five directions at once. People will demand instant access to information and the ability to interact with media.

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