A venue could also be a brand: SNIEC

SNIEC's general manager Micheal Kruppe on its name change, sustainability, and bringing in more sporting events.

A venue with a name such as Shanghai New International Expo Center could be a bit of a misnomer since it was established in 2001 and had hosted high-profile shows such as CES and Mobile World Congress Shanghai. Michael Kruppe, general manager, made the decision to rebrand it as SNIEC in 2015 shortly after taking over the helm of the Sino-German owned venue.

In hindsight, it was a no-brainer fix. “To be honest it didn’t...

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