I am a new student, I just signed up and am working on assignment A4, Creating an Event Concept. I'm struggling a bit with question 3 in the assignment where you are asked to use the brand pyramid to develop a brand for the event. I've chosen my theme and goals for the event but am struggling to wrap my head around how you develop a brand using the segments of the pyramid (attributes, functional benefits, emotional benefits, brand values and brand idea). Is this question referring to the print collateral and aesthetic of the whole event, or something else?
Any clarification or insight is greatly appreciated!