Brand: “a person’s perception of a product, person, experience or organization.”
— The Dictionary of Brand
Note the key word in that definition: perception. People form their perceptions from any number of contacts with you: your product/service, your website, an article, brochure, event, blog post, email, Facebook, viral video, your logo or tagline.
Your brand is your greatest asset. It’s more than your logo and name. It’s your story. The truest expression of your purpose.
Some brands are clever but have no meaning, no resonance, no resilience. Some brands have essence, but are forgettable.
A high-impact brand is relevant, credible, memorable and sustainable.
In this interactive workshop, we’ll explore the 7 dimensions of a solid brand system that will help articulate your stories to the folks who matter in a way that resonates with them, engages them, and inspires them to action.
What You'll Learn/Do
- the importance of aligning your brand with your purpose (vision + values)
- how to create a high-impact brand system that informs all your communications, PR, marketing and fundraising efforts, your materials, social media... everything
- draft your Brand Essence
- harness collective intelligence through group discussions and sharing
Please register below
Founder, Antidote Collective / BEAHIVE / Re>Think Local
Equal parts strategist, publicist, marketer, social entrepreneur, nonprofit leader, and writer, Scott has 20 years of experience and a broad perspective promoting ideas, products and services in various culture-shaping (and sometimes suffocating) worlds — advertising, media, interactive design, photography, technology, television and fashion.
Some years ago, catalyzed by 9/11 and an ongoing process of spiritual and social awakening, he broke the trance of an increasingly cynical consumer culture and started applying his corporate-honed skills to social impact. He has an insatiable interest in big ideas and the behaviors that drive people, what resonates with them, and how to engage them.
He’s developed or refined brand strategies for a range of clients and his own ventures. He's done media for the Dalai Lama and publicity for Phil Donahue’s anti-war film Body of War, PR for healthcare “whistleblower” Wendell Potter and groups like Rainforest Action Network and the Business Alliance for Local Living Economies (BALLE), branding for Rippel Foundation, strategic communications and branding for the Local Economies Project of the New World Foundation, and creative naming development for American Express and global visual rebranding support for Coca-Cola with Ogilvy & Mather Worldwide's famed design and innovation division Brand Integration Group (BIG).