DAY 1: THINC / BACKGROUNDING

Friday, March 22, 9 am–5 pm 

• Learn about data-mining techniques, insight gathering methods and strategic “platforming.”

• See how others have developed a “true north” for different brands. 

• Hear stories from those that turned their labors of love into thriving endeavors by being strategic and intentional. 

DAY 2: DO / FINDING A TRUE NORTH 

Saturday, March 23, 9 am–5 pm

•  Define the parameters of your universe: How you fit in and stand out. 

•  Ink a “why” statement and define an offering that customers need and want.

•  Write a transformational creative brief and a roadmap for success. 

•  Design the “Job To Be Done” (JTBD).

• Align talent with tasks. 

Activities Included in Module #1:

Questioning 

• Executive/project stakeholder discovery     

Brand Illumination ABCs

Audience analysis

• Emotional & rational needs

Business/brand analysis results

• Business goals, strengths, challenges

Competitive/comparative results

• Brand messaging & language

• Logo identity/trends 

• Color psychology comparison

Key Findings

• Opportunities for positioning

Key Outputs

• Why statement

• Creative brief

• JTBD