SESSION I: JANUARY 31
Introduction to branding as a promise that you intend to keep – We'll be introducing the framework of branding and our process of Minimum Viable Branding.
1. Branding Overview
2. First year aftermath
3. Three year laters
1. Your Story
2. Brand Obituary
3. Customer Profile(s)
*The Presentation file above is updated with the latest Brand Obituary exercise.
SESSION II: FEBRUARY 7
Defining your Promise
In this session, we'll be introducing a few of our tools to help you distill your promise from your story, passion, and purpose.
1. Share Stories
2. Rapid Fire
1. Refine Vision-Vehicle-Impact statements
2. Defining Category & Competitive Edge
SESSION III: FEBRUARY 14
Positioning Your Promise
General Mills do not sell you Cheerios at the cereal aisle. General Mills sell you Cheerios long before you get there, so that you will look for the yellow boxes when you get there.
In the same way, a promise can't be fulfilled if no one knows about it. In this session, we'll be looking at how to position your promise and how to use heuristics to help consumers create a shortcut in their minds to remember you.
1. Brand Positioning Overview
2. Onliness Statement
3. Brand Brief
1. Refine your promise
2. Preparation for presentation
Products are made in the factory, but brands are created in the mind.
SESSION IV: FEBRUARY 21
Presenting Your Promise
The last session will be a closed-door elevator style pitch, where you frame you business or idea through your story, promise, and positioning. You'll be presenting to your peers and a panel of food entrepreneurs who will give you feedback.
While developing your promise lays the foundation of your brand, we'll let our panelist tell their stories of how they built their brands and the journey they are on.
1. Promise Presentation
2. 'What's Next' Fire side chat