Workshops

Radical 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. In today’s cluttered marketplace, it’s not enough to be different. You need perpetual innovation to keep up with the speed of change. During a full day of content and exercises, you’ll learn to design a radically differentiated brand by working through 17 checkpoints, from discovering the shared passion that drives your brand, to protecting your brand portfolio against the dangers of contagion, confusion, contradiction, and complexity. By the end of the workshop you’ll know how to build a brand from scratch or fix one that’s faltering. Who should come, who’s presenting, and what’s a Neutron, anyway?

Prerequisite learning

Attend Intro to New Branding workshop or
read The Brand Gap.

The content on day two is based on Zag, called “one of the top ten books on innovation” by the editors of BusinessWeek magazine.