CLIENT PROJECT CHALLENGE SOLUTION RESULTS 1 NEXXTSHOW NexxtShow, Avon, MA The integrated launch of NexxtShow’s NexxtWall Post & Panel system, possessor of a clean, contemporary Euro-style look and successor to the same-old, same-old sameness of pipe and drape. Imprintable and available in a wide range of panel colors, NexxtWall brings a more professional appearance to the show floor, reduces costs and builds revenues for show management. In a word, it’s a game-changer. NexxtWall’s too-good-to-be-true value proposition argued compellingly for an integrated product launch; however, we had to work fast, both to enable NexxtShow to claim ownership of the innovation and to differentiate it immediately from the me-too products likely to follow. Product branding came first, in

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