CEO School with Suneera Madhani

How to Build A Brand Experience

Mar 23, 2026
A candid look at running a major brand experience, from why systems beat ideas to the practical need for SOPs and a dedicated project manager. Timing and cash flow challenges for ticketed events are explored. Team structure, culture, and designing pacing and transitions get special attention. Leadership under uncertainty and how to protect core business during big builds are also covered.
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ADVICE

Plan For Cash Out Before Ticket Revenue

  • Plan cash flow in advance and expect large cash outlays before revenue arrives.
  • Suneera spent a couple hundred grand and ticket sales only barely covered costs; deposits and minimums hit immediately after booking venue.
ANECDOTE

Leverage Relationships To Cut Speaker Costs

  • Relationships reduced speaker costs and enabled A-list participation without heavy fees.
  • Many high-profile speakers attended because they wanted to support Suneera, saving tens of thousands in keynote fees.
ADVICE

Adjust Schedule To Reduce Food And Beverage Costs

  • Optimize run-of-show to reduce expensive line items like breakfast and food & beverage.
  • Suneera considered starting later to avoid continental breakfasts that drove Food & Bev costs higher.
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