You may have heard us preach this a few times, but branding is not a logo, a product, promise, or the marketing assets.
A brand is a person’s gut feeling about a product, service, or organization. It’s the understanding a customer has about your business.
The mind behind this branding mantra, Marty Neumeier, is what you’d call an expert when it comes to branding. He’s written several books on the subject, consulted with businesses around the globe, and has led countless creatives and strategists alike to build better brands—including us.
On February 27th & 28th, we had Marty at our HQ to host a branding masterclass and workshop. The 2-day event challenged us break down branding to its fundamentals, and construct a disruptive brand in a matter of hours.
Here’s how the masterclass went:
Breaking Down Branding: Day One
A total of 65 participants shuffled into The Futur HQ equipped with notebooks, laptops, and a thirst for new knowledge. The workshop kicked off with a deep dive of modern brand-building disciplines, definitions, and methods.
With a fresh dose of branding knowledge, the group was ready for the next challenge: building a meaningful and impactful brand.
Teams were broken into groups of 6 and were tasked to come up with a new brand, pitch, and website prototype for a hypothetical business. With the clock working against them, teams had until the end of the day to build a unique and innovative brand that broke from the norm.
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