Multinationals are pouring more energy, creativity and investment into conferences and exhibitions than ever before in the knowledge that a striking presence at such key events is one of the most effective tools in the marketing mix. A stand has to say all the things you want to say about a brand through the experience the visitor gets -- the impact, the immediacy, the appeal to the imagination. The core thing is making sure that the point of difference is the uniqueness of the brand. Global brands are used to thinking big to achieve standout at packed exhibitions, and though messages will vary from company to company, one function of exhibitions remains constant: they are an opportunity to mount a show of strength and brand confidence. While it is important that a company's live presence echoes its advertising identity, trade events need to generate a grass-roots buzz of their own.