Brand Innovation Workshop

Participants will discover and learn design thinking methodology applied to brand-driven innovation scenarios.
Multiple techniques for building, fostering and embedding creative confidence and innovation will be illustrated.
The process is real, playful and interactive.
It will boost your creative thinking and imagination with respect to your brand.

Innovation Managers, Brand Managers, Marketers, Strategy Managers

Discover strategic foresight technics (scenarios of the future) and discover the potential future(s) of your brand.
Learn how to create your brand's future and human centric stories (Storytelling).
Define your ideal brand role in the future and translate it into an actionable purpose.
Map your brand stories on the Business Model Canvas and assess their desirability, feasibility and viability.
Translate your stories into Storydoing including change drivers.

Presentation: “The Future is Digital. The Future is Meaningful.”
Strategic Foresight: future-oriented perspective.
Exercise: Imagine potential futures, question their relevance, illustrate their qualities and potential.
Exercise: Translate potential futures into stories for your brand, company and clients.

Presentation: “Purpose Matters.”
Start with WHY
Exercise: How to translate in a clear (brand) positioning for the future? Formulate your brand’s purpose.
Exercise: Elevate the relevance of your brand through meaningful innovations.
Brainstorming: List (desirable) meaningful ideas that could help you realise your brand purpose.

Presentation: "Valorise your Purpose."
Exercise: Explore business models that could inspire you using St. Gallen Business Model Navigator.
Exercise: Map your meaningful ideas and business models.
Exercise: Analyse the feasibility of a chosen idea/business model on the BMC (Business Model Canvas) and pivot if necessary.
Exercise: Analyse the viability of a chosen idea/business model on the BMC (Business Model Canvas) and pivot if necessary.

Presentation: "Storydoing - BMC into action."
Drive change through sense making.
Exercise: Prototype your idea and BMC into a story that illustrates your future.
Mobilise the organisation for change.
Exercise: What’s your action list for going towards this future (in Offer, Capabilities, Culture and Identity).
Pitch your story (telling and doing).