All brands invest in their events, but not every event is a success. That’s because there’s more to a successful event than just the amount of resources a brand pours into it. A truly successful event that increases engagement and inspires stronger connections is one that grabs attendees through innovation. Brands need to deliver unique, impactful experiences to ensure a brand experience has a long-term impact with the audience. That means brands have to stop thinking about ROI as a Return on Investment and start thinking about ROI as including a Return on Innovation.