- 14-15 Mar, 2019
- Barbican Centre, Silk Street, London EC2Y
- 9.00am - 5.00pm (Registration 8.00am)
|Super Early Bird - on sale until 31 Dec 2018||£750 + VAT|
|Early Bird - on sale until 31 Jan 2019||£800 + VAT|
|Standard - on sale until 28 Feb 2019||£900 + VAT|
|Full price||£1100 + VAT|
What you will learn
The workshop will be organised into specific “modules” where you will master foundations of strategy and design in modern branding through intensive team-structured case studies, scenario challenges, and gamification exercises. At the end of the 2nd day, you will be tested to demonstrate your mastery of concepts and principles - earning the professional certification and title of Brand Specialist.
The 2-day hands-on workshop will be focused on:
Why brand is critical to every business
Brand is the most powerful asset and tool that a business has. But it’s also the least understood and the most misused asset in business. You’ll learn what a brand really is, how branding is different from other business functions like marketing and PR, the elements that make a brand, how to think about those elements, and how to help colleagues and customers understand these critical - and valuable - principles.
The crucial differences between identity and brand
Logos. Word marks. Font types and colour palettes. They’re always front and centre. And when you combine them with a voice, that has a tone, they can form an identity. But that’s not where the brand ends - it’s where it begins. By understanding the differences between the elements of a brand’s identity and the brand itself, you’ll know how to keep internal teams and external clients focused on the most important building blocks of brand.
How to bridge the gap between strategy and design
You may be an account person, or an art maker, or somewhere in between or perpendicular. And it doesn’t matter - to build and grow a successful brand, companies have to bridge the gap between strategy and design, between planning and making, between thinkability and creativity. Working with your workshop team, you’ll be challenged to balance thinking through a real-world business scenario and using creativity and design to solve it. It’s where the rubber meets the road.
How to think like a brand strategist
Art and design are subjective. But strategy needs to be objective. This 2-day workshop will focus heavily on design and creativity, but even the best designers can become greater. So we’re going to train you to exercise your strategic muscles by working through brand scenarios designed (See? You can’t escape it.) to provoke you best strategic thinking - and make it even better.
How to embed design throughout the company
Designing a brand can’t be done in a silo or vacuum. It needs to be a team effort - a jazz orchestra riffing on a theme. That’s why you’ll learn how talk about design, how to upsell the value and potential of open creative collaboration, how to keep creativity fresh and on the rails, and how to manage creative explorations and the team members involved.
The new formula for customer trust
Trust is a heavy word, especially in today’s consumer environment. It matters because you can’t win without it. But it’s also the heart - your customer’s heart. And, all things being equal, at the end of the day your brand isn’t what you say it is, it’s what they say it is. So we’re going to work you hard - really hard - to master the new formula for earning customer trust, help them believe the promise that your brand is making to them, and helping them choose your brand over the competition.
Why tribal identity is more important than features or benefits
Winning brands don’t have customers. They have tribes. People want to feel like they’re a part of something, like they belong, like they can relate to someone or something. People aren’t loyal to brands - they’re loyal to the people and groups and things that complete their own identity and sense of self. They’re loyal to their tribes. And that’s why we’re going to challenge you to master the principle of tribalism - to understand why it’s more important than just selling or building a customer base, to merchandise tribalism to your internal stakeholders, and how to think about communicating to future tribe members through branding, marketing, and other communications.
Marty Neumeier is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of “whiteboard” books includes ZAG, named one of the “top hundred business books of all time,” and THE DESIGNFUL COMPANY, a bestselling guide to nonstop innovation. An online presentation of his first book, THE BRAND GAP, has been viewed more than 22 million times since 2003. A sequel, THE BRAND FLIP, lays out a new process for building brands in the age of social media and customer dominance. His most recent book, SCRAMBLE, is a “business thriller” about how to build a brand quickly with a new process called agile strategy.
In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures.
Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation. Most recently, Neumeier co-founded Level C to elevate and deliver avant-garde branding education to working professionals around the world.
He and his wife divide their time between California and Southwest France.
Who Should Attend
- Brand Strategists who want to be more design-led
- Creatives who want to be more strategic
- Entrepreneurs & Business founders who do everything for their companies
- Agency Professionals who want to be Agency Masters
- Marketing Directors who want to evolve into “Brand Directors”
- Brand Directors who want to evolve into “Chief Branding Officers”
- Working Professionals who want to master the art of the most powerful, relevant, and valuable component of modern business: BRAND
Barbican Centre, Silk Street, London EC2Y
Based in the heart of the city, the Barbican has a truly enviable design status. A Grade II listed building, it is Europe’s largest multi-arts and conference venue and one of London’s best examples of Brutalist architecture.
This unique, historic venue, designed by Chamberlin, Powell and Bon, has always been a conversation starter. The Barbican exists to inspire people to discover and love the arts. It innovates with outstanding artists and performers to create an international programme that crosses art forms, investing in the artists of today and tomorrow. Over 1.8 million people pass through the doors every year, alongside hundreds of artists and performers from across the globe.
The Barbican is within walking distance from a number of London Underground stations, the closest being Barbican, St Paul’s and Moorgate. To plan your journey and for up to date travel information, visit the TfL website
The nearest train stations are Liverpool Street and Farringdon.
Bus Route 153 runs directly past the Barbican along Chiswell Street. The Barbican is easily accessible by bus from around the city; plan your journey using the TfL Interactive Bus Map
Cycle racks are available at the entrance to Car Park 5 and exit to Car Park 3 and helmets and equipment can be left in our free cloakrooms. The nearest TfL Bicycle Hire docking station is Silk Street. Plan your journey using the TfL Cycle Journey Planner
The Barbican is clearly sign-posted and has four car parks on Beech Street and Silk Street.