The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Category: Brand Strategy Workshops
Today, brands play in an intensely competitive attention economy where human attention is the scarcest resource of all. Storytelling has emerged as the valued currency of this vital new marketplace for capturing customer hearts and minds. Neuroscience now backs up the long-held belief that story is the most powerful means of communicating a message. Savvy marketers understand this and are moving their customers through powerful brand stories.
The Brand Storytelling Strategy Workshop series integrates the latest innovations in story strategy and science to help your organization gain the clarity and confidence needed for your brand to build an advantage in the marketplace.
The Blake Project’s Brand Storytelling Workshops are a highly facilitated, consensus building experience. They are designed and delivered using an accelerated learning format that stimulates key stakeholder involvement and interaction. The Emotive Storytelling™ process guides strategy and design of powerful messaging and stories that drive engagement and emotional connection to your brand. Our extensive storytelling experience, storytelling science expertise and time proven insight combine to help your organization gain unique knowledge and take action using the newest advances in narrative communication and media psychology. Each workshop in the brand storytelling series is designed to incrementally build on each other from story line to story voice to story architecture. Individual workshops can also be selected as stand alone sessions that deliver value in their respective mission areas.
The Brand Storytelling Strategy Workshop Series is ideal for strategic brand initiatives that focus on market challenges, market opportunities and organizational change.Read More
The Blake Project offers a highly impactful and interactive brand strategy workshop that pairs the insights of customers and brand stakeholders for a day-long collaborative session where a unique, customer-valued and brand-centric customer experience is co-created.
The power of this workshop resides in the collaborative process. Working, imagining and creating together, customers interact with their company ‘peers’ to create the template for an enhanced experience that will build equity and value for both the brand and its customers.
Facilitated by the seasoned brand experts of The Blake Project, the workshop’s day begins with an opening “Discovery” session and then moves into “Co-Creation” experience design. The day concludes with a “Consensus” session where top ideas are prioritized and expanded on.
DISCOVERY: Guided imagery storytelling will help customers articulate what the current category experience looks like for them. Staying brand neutral, touch-points are confirmed and insight is built around the pain points and frustrations as well as the unmet customer needs, expectations and desires that are the core drivers of satisfaction. The sponsoring brand is then introduced and creative visualization techniques help customers articulate the sponsoring brand’s experience and compare it to the overall category experience.
CO-CREATION: Utilizing agreed upon touchpoints and the sponsoring brand’s essence, promise and personality as a guideline for development, participants collaborate to co-create new, energized and valuable customer experiences.
CONSENSUS: The day will end with a strategic session prioritizing and expanding on the ideas that offer the highest levels of user satisfaction and brand differentiation.
Ideal For: Those marketers within the company responsible for brand management and brand experience, design and implementation.
Participants: Ideally, 6-12 brand team participants and 10-16 customers attend The Customer Experience Workshop.
- Shared buy-in and agreement on the brand experience ideas and concepts that will form the basis for a market-differentiating brand experience for the sponsoring brand.
- An energized sense of purpose and direction that will add speed, precision and power to the implementation of the brand experience.
- A comprehensive overview of findings.
- The ability to ‘Wow’ your customers, not just satisfy them.
Timeframe: One full workshop day. Preparation and customer recruitment will take 2-3 weeks for The Blake Project.
Outcomes: Clarity and confidence in the strategic direction of your brand experience.
Learn about The Brand Positioning Strategy Co-Creation Workshop.
The Blake Project is a leading brand consultancy with a history of helping brands overcome high-stakes marketing challenges, create new value and build an advantage in the minds of those most important to your brands future. Customer Co-creation is a core competency.
Please email me, Derrick Daye for more about how The Customer Experience Workshop can benefit your brand.Read More
There’s clearly excitement in the research and advertising world when it comes to the social media power of online co-creation. In fact, over the past decade online crowdsourcing and communities have become an important concept in social media marketing. They’ve given consumers a direct voice into decision-making and have increased their engagement with the brand. In a world where advertising is now a “one-to-one-to-many” proposition, this is an important contribution.
Yet, there’s something fundamentally missing with today’s crowdsourcing and online communities.
There’s an artificial barrier that exists that’s similar to the way a two-way mirror separates consumers and clients in a focus group setting. There’s no real intimacy, no real sharing, no real listening. You view and study and interact from a distance. As a result, true collaboration is lacking — the kind of collaboration that’s only possible when people get together, in-person, and work together to create something of value that works for everyone.
Co-creation workshops open both hearts and minds to new possibilities
There is a very real, personal interaction that takes place in a co-creation workshop setting.
People begin to see the world through a different lens. The shared understanding that develops energizes the room. Trust is created. Customers openly share their problems and ideas as brand managers and brand designers enthusiastically look for solutions they know will work. This new found trust adds speed, power and precision to the process. People feel like they’re being listened to and taken seriously as equal partners.
Microsoft openly points to the eye-opening success they have had with in-person co-creation workshops. “Some of the most effective marketing solutions originate from real conversations with consumers” notes Andy Hart, Microsoft’s Vice President for advertising and online Europe.
What companies like Microsoft and others are finding is that collaborating with customers in a face-to-face environment makes great things happen, quickly.Read More
Brands, just like people, have a voice – the tone, manner and personality of communication that distinguishes one personality from another. Brand Voice is a more specific and highly useful tool for marketers to create and manage the unique personality of their brands over time.
In the clutter of the modern marketplace there are three essential hurdles all brands, large and small, must overcome with their audiences to enjoy competitive advantage:
Your brand must be heard.
Your brand must be recognized.
Your brand must be remembered.
The Blake Project, the brand consultancy behind Branding Strategy Insider, offers a one-day creative development workshop for corporate communication and marketing executives to develop the foundation of their unique brand voice to help everyone in the organization tell the brand’s story in a consistent and compelling manner.
More importantly, the brand must tell the right story. A story based in purpose and the shared values that shape the organization delivering on the brand’s promise. Aligned with the brand’s identity (who the brand is), brand voice establishes the distinctive personality of your brand that builds deep emotional connections with customers, employees, strategic partners and stakeholders. Brand voice is what you say and how you say it that will differentiate and resonate.
Through highly facilitated, interactive discussion and team exercises, participants will gain clarity, confidence and consensus in the strategic and creative decisions they will make in building the foundation of their brand voice.Read More
Organizations often find themselves at a stage in their development in which the number of brands and named products that they are managing has gotten out of control. This could be due to a series of mergers and acquisitions or just the continuous growth of new products and services over time. These organizations find that their portfolios of brands and other named entities have gotten too difficult or expensive to manage. Frequently, there are no naming standards. Each new product or service is named as it is created, with no view to the overall picture. And sometimes, employees are creating variations or new versions of existing brands for entities and programs such as internal training programs, company picnics or employee reward programs.
If some or all of this applies to your organization, you likely need help clarifying and simplifying your branding structure. The Blake Project can help. Our brand architecture workshop has been validated by a wide range of organizations and results in the following advantages:
- Significantly lower marketing costs
- Brand naming clarity
- Ability to build brand awareness more quickly and efficiently
- Better (and more comprehensive) customer understanding of your product and service offerings, including decreased product confusion
- Increased flexibility for future brand extensions
In this full-day strategy workshop, we will help you:
- Map out your current brand architecture
- Identify brand architecture-related issues
- Develop your brand architecture strategy as it relates to your overall business and marketing strategies
- Create a simplified architecture based on customer input and sound brand management practices
- Identify the ideal number of brands and how they should each relate to one another
- Test the new architecture against all current and potential uses, including all marketing vehicles and communications applications
- Establish naming conventions for all future named entities, including decision rules for when it is appropriate to create new brands and how they should relate to the current brands
- Gain consensus among the brands key stakeholders on the each strategic decision
- Set up an ongoing brand architecture management process
The brand architecture workshop will educate, inform and help determine how many brands there should be and how they should relate to one another. We will also determine what sub-brands or individual brands should exist and how they should relate to the primary brand(s).
We conduct this as a full-day consensus-building workshop with the appropriate organizational stakeholders at the location of your choosing.
The Blake Project has helped many organizations overcome complex brand architecture challenges and gain the logical, strategic and relational structure for their brands
Email us for more about how The Blake Project’s brand architecture workshop can benefit your brand.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand EducationRead More