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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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BRAND CAMP
by Thomas Gad, BrandflightPalo Alto
The one and half-‐day brand accelerator for entrepreneurs & start-‐ups
PRESENTS:
In co-‐operation with
®
“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
PRODUCT
Brand Camp -‐ A 1+1/2 day team process1. 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.
Brand Camp -‐ Giving wingsto 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-‐ verbalCreate 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)
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
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.
There are two types of brands...
Transaction Brands
Relation Brands
...the old school and the new
Transaction Brands
• Product/commodity focused• Slow and expensive to establish• Mass media orientated• Low levels of loyalty
Relation Brands
• Purpose focused• Quicker to establish• Less media reliant• More human• Story/journey orientated
We help your brand to take place in peoples brains...
Our tools: 4D Brand Mind Space
BRANDMIND
SPACE
MENTAL DIMENSIONThe ability to create
insight or guidance for the individual
SOCIAL DIMENSIONThe ability to create a social context for a group
FUNCTIONAL DIMENSIONPerceived benefit of product or service
SPIRITUAL DIMENSIONPercepMon of higher purpose in society, or your industry, individually, locally or globally.
PURPOSE & MEANING
...by stretching all dimensions
BRANDMIND
SPACE
PRODUCT MISSION/MEANING
PRODUCT
What is the benefitfor the customer?
Why is our brandbeber than or differentfrom those of the compeMtors?
What characterizesthe style of the brand,image, tonality etc?
The brand is definingits own future: in what
market do we wantto be? And what role do we
want to have?
What makes the brandtrustworthy 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
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
Thomas Gad -‐ flying with the BREITLING JetTeam
Happy Brand Flight
