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, …

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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  • 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. “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. 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. 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. 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. 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. There  are  two   types  of  brands... Transaction   Brands Relation   Brands ...the  old  school  and  the  new
  • 8. Transaction   Brands • Product/commodity  focused • Slow  and  expensive  to  establish • Mass  media  orientated • Low  levels  of  loyalty
  • 9. Relation   Brands • Purpose  focused • Quicker  to  establish • Less  media  reliant • More  human • Story/journey  orientated
  • 10. We  help  your   brand  to  take   place  in  peoples   brains...
  • 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. ...by  stretching  all  dimensions BRAND MIND SPACE
  • 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. 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. thomas.gad@brandflight.com Thomas  Gad  -­‐  flying  with  the  BREITLING  JetTeam Happy  Brand  Flight