Branding is storytelling with a fancy name, and to succeed in the 20s, you need to inspire your customers, not just bombard them with messaging.
Today’s customer wants to know you care about being sustainable, social justice and the well being of humanity. A brand is a powerful compass you can use to filter decisions that range from marketing and messaging on how you address these top-of-mind subjects. Even product development and human resources get a boost when you do your brand well, after all, your customers are also your employees.
Finding this compass – the essence of who you are – is the result of a simple yet extremely powerful process you will learn to apply in two hours. This process was created by Silicon Valley entrepreneur and masterful storyteller, JC Velten, and has been applied by tech companies, CPGs, energy companies, venture capital firms, social enterprise organizations, and even an entire city in Silicon Valley. If you really want to stop the never-ending positioning nonsense on its tracks, this briefing is for you.
- A deep understanding of the great art of storytelling and why it is the single most important marketing factor of the 20s.
- Best case examples of how other companies have succeeded in telling powerful stories to customers, employees and communities.
- Hands on exercises that will help you find your compass and tell the right story.
It doesn’t have to be time-consuming or expensive to build – and grow – your brand. This, serial entrepreneur and CEO of Innovation Lab Silicon Valley, Juan Carlos Velten, has proven countless times within his previous jobs as a brand expert at Proctor & Gamble, founder of the innovation agency Zealmark, chairman at Harvard Business School and teacher at Stanford University within the science of failure. In Innovation Lab, Juan Carlos (or just JC) is in charge of our branding department. Furthermore, he collaborates with both Trinity Alps Capital, Joi Scientific, and Mayfield.