Brand Strategy Intensive // BUSINESS 587

Amaris Singer and Melissa Andrada, Brand Strategists, Wolff Olins

Monday, March 19th from 6:00 - 7:30 pm

This four-part workshop series is an in-depth introduction to the fundamentals and tools of brand strategy, developed specifically for a startup audience. We will teach you the tenets of brand strategy and facilitate workshops to guide you as you create your own. The series will culminate in presentations and critiques so you can test drive your new brand and refine the direction it will take in the world.

Brand Strategy Jumpstarter (March 5, 2012)
In the first session, we will help you understand brand beyond the traditional definition of logo and identity and uncover how brand is the role your business plays in the world--both who you are and who you are for. The workshop will highlight lessons for startups using real world case studies and give you the tools to start developing your own brand strategy.

Building Your Brand Purpose (March 12, 2012)
In this session, we will build from the strategy jumpstarter to begin developing your brand purpose—the central idea that will guide and focus your business. We will conduct brainstorming exercises to determine what is special about your startup and what your audience needs in order to define your brand purpose.

Developing Your Brand Across Your Business (March 19, 2012)
Once your brand purpose is defined, we will facilitate a workshop to help you flesh out its implications across your business, including for your people, capabilities, offer, and communications. In short, we will help you ensure that your brand is a roadmap for action.

Brand Presentations + Critiques (March 29, 2012)
In the last session, participants will present their brand strategies to the class for a group brainstorm and critique, with expert input from guest strategists and designers from Wolff Olins. This additional feedback will help participants understand how to further refine and develop their brand strategy.

Amaris Singer and Melissa Andrada are brand strategists at Wolff Olins New York. Wolff Olins is a brand consultancy known for helping ambitious leaders drive growth and create moments of change.

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