Dion Pouw speaking about the importance of branding during Colombia’s marketing conference, Marcca 2017

Last week I had the great pleasure to be one of the speakers at Colombia’s premier shopping center marketing conference (Marcca) in Cali, which took place at the Intercontinental hotel from April 19-21st


The reason for the invitation was to give my perspective (no pun intended) on the importance of a clearly defined brand strategy for shopping centers and how this relates to the creation of relevant experiences. 3DWD specializes in branding & experiences for shopping centers around the world – our international projects teach us a great deal about the differences in retail environments around the world.


This topic is close to my heart (…and for all of us at 3DWD really…), because we see how this translates to better results in other areas of your marketing and your bottom line. In the end, what we really want to do is create cool, innovative and fun interactive experiences for retail environments – but for that to make sense, we need to know who we are trying to appeal to in the first place, so that we can tweak our story and technology to be most impactful.


We believe that there is a huge opportunity for retail & mixed-use projects that understand that they need to choose who they want to serve. It takes some guts to make such decisions, but the rewards are HUGE – as I have tried to illustrate during my conference.


What makes these events so valuable is the opportunity to share insights with people from the industry and learn about the differences and perspectives from all over the world – again, thank you for the opportunity to meet you all in Colombia, and I look forward to returning soon.


Kind regards,

Dion Pouw