Workshops

Neutron U: Take your brand
skills to the next level.

Are you responsible for starting a new brand, defining an emerging brand, re-inventing an existing brand, or extending a brand into new territory? If so, Neutron U can help you take your brand skills to the next level. Neutron workshops bring you straight into the branding process, so you’ll start solving real-world problems right away. At the end of each workshop you’ll have a solid grasp of the latest branding techniques, the confidence to use them, and a stronger network of peers. Who should come, who’s presenting, and what’s a Neutron, anyway?

All 2008 workshops will be held in Neutron’s San Francisco studio, but sometimes we take the show on the road. Where will we be next, and when? Sign up and we’ll keep you in the loop.

1Intro to New Branding
In this foundational workshop, based on the bestselling book The Brand Gap, you’ll learn how to bridge business strategy and design to build a “charismatic brand”—a brand for which customers believe there’s no substitute.

2Radical Differentiation
If you already have a grasp of the five disciplines that inform branding, this workshop will deepen your skills at a strategic level. You’ll drill down into the number-one discipline of high-performance brands—radical differentiation.

3Brand Positioning Lab
Bring your own brand challenge to the worktable. In this half-day, hands-on session, you’ll define what differentiates your brand in the customer’s mind in order to gain an unfair advantage over competitors.

4Brand Naming Lab
A brand name is easily the most important element in the marketing mix. Bring your own branding challenge to this hands-on workshop and learn how to create an effective name for your product, service, or business.

5Brand Messaging Lab
In this half-day session, you’ll learn how to build a basic messaging system to articulate your brand’s value proposition to customers and other stakeholders, so that your brand can stand out clearly in a cluttered marketplace.

6Corporate Storytelling Lab
A brand is an unfolding narrative, written every day by the people who touch it. In this half-day workshop, you’ll learn how to build a narrative platform to frame the “chapters” that emerge spontaneously from your brand community.