“Brands today have to create a memory.” In over 200 episodes of the On Brand podcast, we’ve had a lot of definitions of branding. However, I’m a big fan of how this week’s guest defined what we all do. Inge Overtoom is partner and operations director for BrandBase. In creating bold experiences for big brands it all comes down to creating a standout memory.

About Inge Overtoom

Inge Overtoom has 15 years experience in project and account management across every aspect of experiential advertising. She is currently the partner and operations director of BrandBase, a creative production company based in Amsterdam renowned for big and bold brand experiences. With clients including the likes of Shell, ABN AMRO, Amsterdam Airport Schiphol, ING Bank – Inge is responsible for all operations of the BrandBase team.

Inge also sits on the board for IDEA, the trade association representing the Netherlands’ most prominent live communication and event agencies.

Episode Highlights

Be big. Be bold. What are most brand builders today missing? “Trying big, bold stuff.” That’s essential today and yet too many brand builders are stuck in the tools that have always been in their toolbox.

Building brands, impacting society. Inge noted that today, customers are turning to brands that are aligned with doing good in society. On a recent project for Shell, Inge’s team helped create a live experience with a digital component that helped address students’ decreasing interest in science and technology.

What brand has made Inge smile recently? Red Bull, “they’re such a great example of a big, bold brand and they create their own media.”

To learn more, go brandbase.com.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

Until next week, I’ll see you on the Internet!

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