0
BRAND	
  
CAMP
by	
  Thomas	
  Gad,	
  Brandflight
Palo	
  Alto
The	
  one	
  and	
  half-­‐day	
  brand	
  
accelerator	
...
“Branding	
  has	
  never	
  changed	
  as	
  
much	
  as	
  during	
  the	
  last	
  10	
  years.	
  
It’s	
  like	
  a	
...
PRODUCT
Brand	
  Camp	
  -­‐	
  A	
  1+1/2	
  day	
  
team	
  process
1.	
  The	
  BRAND	
  CAMP	
  is	
  a	
  way	
  for	...
Brand	
  Camp	
  -­‐	
  Giving	
  wings
to	
  your	
  venture
DAY	
  1
1.	
  CHECKING	
  IN
	
  Get	
  briefed	
  up!
2.	
...
Thomas	
  Gad	
  is	
  an	
  advisor	
  to	
  companies,	
  
organizaMons	
  and	
  governments	
  on	
  brand	
  
strateg...
Why	
  
Branding?
Branding	
  is	
  management	
  of	
  percepNon	
  in	
  peoples	
  minds.
If	
  you	
  don’t	
  do	
  b...
There	
  are	
  two	
  
types	
  of	
  brands...
Transaction	
  
Brands
Relation	
  
Brands
...the	
  old	
  school	
  and...
Transaction	
  
Brands
• Product/commodity	
  focused
• Slow	
  and	
  expensive	
  to	
  establish
• Mass	
  media	
  ori...
Relation	
  
Brands
• Purpose	
  focused
• Quicker	
  to	
  establish
• Less	
  media	
  reliant
• More	
  human
• Story/j...
We	
  help	
  your	
  
brand	
  to	
  take	
  
place	
  in	
  peoples	
  
brains...
Our	
  tools:	
  4D	
  Brand	
  Mind	
  Space
BRAND
MIND
SPACE
MENTAL	
  DIMENSION
The	
  ability	
  to	
  create	
  
insi...
...by	
  stretching	
  all	
  dimensions
BRAND
MIND
SPACE
PRODUCT MISSION/MEANING
PRODUCT
What	
  is	
  the	
  benefit
for	
  the	
  customer?
Why	
  is	
  our	
  brand
beber	
  tha...
PRODUCT
...and	
  to	
  install	
  your	
  brand	
  in	
  the	
  minds	
  
of	
  people	
  internally	
  &	
  externally
M...
thomas.gad@brandflight.com
Thomas	
  Gad	
  -­‐	
  flying	
  with	
  the	
  BREITLING	
  JetTeam
Happy	
  Brand	
  Flight
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Brand Camp; San Francisco, CA; September 24-25, 2013

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The BRAND CAMP is a way for entrepreneurs & start-ups to be able to afford at an early stage to reap the huge benefit of having the brand strategy as guide and beacon for product development, naming, business planning, hiring people and marketing to customers and users.
It’s a one and a half day workshop in which every start-up team is working with their own brand strategies, share access to the knowledge, support and coaching by world-leading experts in branding (Thomas Gad personally, and his team).
The BRAND CAMP outcome is a complete brand strategy platform, including a brand vision, an expected brand mind space for the brand in peoples minds, a one-page brand code to manage the brand (and the company), an brand activity generator with tangible activities to implement the brand, a one minute brand story precise yet easy for everyone in the company to use all the time
An opportunity to mutually share and test your brand strategy on fellow-entrepreneurs, to get reviews, ideas and inspiration for improvement.

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Transcript of "Brand Camp; San Francisco, CA; September 24-25, 2013 "

  1. 1. BRAND   CAMP by  Thomas  Gad,  Brandflight Palo  Alto The  one  and  half-­‐day  brand   accelerator  for  entrepreneurs  &   start-­‐ups PRESENTS: In  co-­‐operation  with ®
  2. 2. “Branding  has  never  changed  as   much  as  during  the  last  10  years.   It’s  like  a  completely  new  game   with  new  rules  and  strategies.   I  have  spent  my  last  10  years  to  find   out  how  to  play  this  new  game,   coaching  others  to  do  it  well.   This  is  what  I  do  in  the   BRAND  CAMP,  welcome  to  join!” Thomas  Gad,   Branding  Advisor,  Founder  of  Brandflight
  3. 3. PRODUCT Brand  Camp  -­‐  A  1+1/2  day   team  process 1.  The  BRAND  CAMP  is  a  way  for  entrepreneurs  &  start-­‐ups  to  be  able  to  afford  at  an   early  stage  to  reap  the  huge  benefit  of  having  the  brand  strategy  as  guide  and  beacon  for   product  development,  naming,  business  planning,  hiring  people  and  markeMng  to   customer  and  users. 2.  It’s  a  one  and  a  half  day  workshop  in  which  every  start-­‐up  team  is  working  with  their   own  brand  strategies,  share  access  to  the  knowledge,  support  and  coaching  by  world-­‐ leading  experts  in  branding  (Thomas  Gad  personally,  and  his  team).   3.  The  BRAND  CAMP  outcome  is  a  complete  brand  strategy  plaTorm,  including  a  brand   vision,  an  expected  brand  mind  space  for  the  brand  in  peoples  minds,  a  one-­‐page  brand   code  to  manage  the  brand  (and  the  company),  an  brand  ac>vity  generator  with  tangible   acMviMes  to  implement  the  brand,  a  one  minute  brand  story  precise  yet  easy  for   everyone  in  the  company  to  use  all  the  Mme 4.  An  opportunity  to  mutually  share  and  test  your  brand  strategy  on  fellow-­‐ entrepreneurs,  to  get  reviews,  ideas  and  inspiraMon  for  improvement. 5.  All  of  this  for  only  5000  $  paid  at  booking  the  BRAND  CAMP.  1-­‐3  people  from  each   start-­‐up  venture  are  welcome.
  4. 4. Brand  Camp  -­‐  Giving  wings to  your  venture DAY  1 1.  CHECKING  IN  Get  briefed  up! 2.  FUELING  Get  a  brand  vision 3.  NAVIGATING  Target  your  brand 4.  TAKING  OFF  Power  your  brand   code 5.  JOURNEY  Ac>vate  your   brand LECTURE  on   MODERN   BRANDING Learn  about   RelaDon  Branding   and  how  it  has   changed  all  we   knew  previosly   about  branding. VISION  Workshop Do  it  like  all  top   performing  athletes   would  do  it  -­‐  see  the   result  before  you   make  it! Follow-­‐up  in  your   team BRAND  MIND  SPACE   workshop -­‐  visual -­‐  verbal Create  your   EXPECTED  brand  in   peoples  minds Work  in  your  team BRAND  CODE   workshop -­‐  create   -­‐  control   your  one  page   brand  strategy Work  in  your  team BRAND  ACTIVITY   GENERATOR -­‐  tesDng  your  brand  strategy -­‐  creaDng  acDviDes  to   launch  it BRAND  STORY  SCRIPTING -­‐  create  your  one-­‐minute   brand  story Share  your  Brand   Strategy DAY  2  (half  day)
  5. 5. Thomas  Gad  is  an  advisor  to  companies,   organizaMons  and  governments  on  brand   strategy.  He  has  a  long  experience  of  help   creaMng  brands  and  is  a    popular  lecturer  at   several  top  internaMonal  business  schools   and  he  is  a  book  writer  with  a  new  book   coming  out  2013  on  branding  as  the  modern   entrepreneurs  most  important  tool. Some  Brands  I’ve  worked  with  &  Books  I’ve  written
  6. 6. Why   Branding? Branding  is  management  of  percepNon  in  peoples  minds. If  you  don’t  do  branding  people  will  fill  the  vacuum  with  their  own   fantasies  about  what  your  and  want  to  be.
  7. 7. There  are  two   types  of  brands... Transaction   Brands Relation   Brands ...the  old  school  and  the  new
  8. 8. Transaction   Brands • Product/commodity  focused • Slow  and  expensive  to  establish • Mass  media  orientated • Low  levels  of  loyalty
  9. 9. Relation   Brands • Purpose  focused • Quicker  to  establish • Less  media  reliant • More  human • Story/journey  orientated
  10. 10. We  help  your   brand  to  take   place  in  peoples   brains...
  11. 11. Our  tools:  4D  Brand  Mind  Space BRAND MIND SPACE MENTAL  DIMENSION The  ability  to  create   insight  or  guidance  for  the   individual SOCIAL  DIMENSION The  ability  to  create  a  social   context  for  a  group FUNCTIONAL  DIMENSION Perceived  benefit  of  product  or  service SPIRITUAL  DIMENSION PercepMon  of  higher  purpose  in  society,  or   your  industry,  individually,  locally  or  globally. PURPOSE&MEANING
  12. 12. ...by  stretching  all  dimensions BRAND MIND SPACE
  13. 13. PRODUCT MISSION/MEANING PRODUCT What  is  the  benefit for  the  customer? Why  is  our  brand beber  than  or  different from  those  of   the  compeMtors? What  characterizes the  style  of  the  brand, image,  tonality  etc? The  brand  is  defining its  own  future:  in  what market  do  we  want to  be?  And  what  role  do  we want    to  have? What  makes  the  brand trustworthy  as  a  friend? What  is  the  deeper  meaning  or  higher     purpose  of  the  brand    emoMonally  and   psychologically?   ...and  to  codify  your  brand  -­‐  to   use  it  in  everything  you  do... POSITIONING VISION STYLE VALUES BRAND   CODE  &   MOTTO
  14. 14. PRODUCT ...and  to  install  your  brand  in  the  minds   of  people  internally  &  externally MENTAL  ACTIVITIES FUNCTIONAL  ACTIVITIES SPIRITUAL  (MEANING)  ACTIVITIES SOCIAL  ACTIVITIES New  Products  &  Services,  PresentaMons,  Sales  tools,  Naming,  Packaging,  Design,  etc. CommunicaMng  the  MEANING:  PR,  Events,  Sponsoring,  Involvement,  etc. Community,  Events,   Sponsoring,  etc. Concepts,  Mentoring,   Role  Modeling,  Training,  etc
  15. 15. thomas.gad@brandflight.com Thomas  Gad  -­‐  flying  with  the  BREITLING  JetTeam Happy  Brand  Flight
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