Branding Emotion: Video Q&A with Cirque du Soleil’s Jean Guibert | Sparksheet.

Cirque du Soleil is one of the world’s most beloved entertainment brands, but how do you translate the emotional experience of a Cirque performance into a multi-platform brand identity? We sat down with Brand Manager Jean Guibert at the Tomorrow Awards conference in Montreal to find out.

Magic. Mystery. Emotion. These are words that come to mind when I think ofCirque du Soleil’s gravity-defying shows. But they have very little to do with conventional marketing, and even less to do with social media, which is all aboutopenness and clarity and direct communication between customers and brands.

During his talk at last month’sTomorrow Awards, Guibert explained how the multinational Cirque brand connects with customers without diluting its core brand themes of emotion, humanity and creativity. In particular, Guibert said that Cirque:

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