How to Build a Brilliant Brand (half day)

‘Brand’

One of the most widely used but vaguely understood words in the marketing lexicon.

In this masterclass we get to the heart of what it means by looking at some of the world’s most innovative, inspiring & effective brands.

We test different models for discovering a brand idea and learn how a simple, distinctive & truthful brand makes for better creative, fewer meetings and commercial success. 

We explore the role of brands in the landscape of 21st century entertainment. 

And we discuss the controversial topic of brand purpose.

Topics covered include …

How branding began

The essential ingredients of a strong brand

The Power of ‘Why’

How to define your brand idea

Brand purpose, the pros & cons

The power of an uncomfortable truth

How to play to your strengths

How givers get lucky

Opportunities and threats in the 21st century brandscape