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The reasons for the extinction of major international trade fairs are many and varied. What all trade fairs have in common is ignorance of trends regarding relevance, content, and society. The problem: When trade fairs no longer set the agenda, there is no momentum for million-dollar investments. The workshop at BrandEx with Johannes Plass helped to understand how the needs of target groups and visitors are shifting and forcing the industry to act.

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MUTABOR (lat): I’m going to change