Masterclass 3 sets you up for higher-level brand management by exploring the structural and functional elements of brand, and framing brand architecture in the context of customers.
You’ll explore how and why brand architecture goes beyond a 2-dimensional concept of brand extensions and their positions relative to each other in a company’s portfolio of products. Using the core principles from Marty’s ahead-of-its-time book, METASKILLS, you’ll learn how to see brand in 3 dimensions—across products, within internal structures, and with depth of field as you consider the customer’s perspective. And, you’ll roll up your sleeves to practice these new principles using the Swarming method of creative collaboration, designed to attack a challenge from multiple angles at once.
To raise the stakes in this workshop, and to make it as valuable for you as possible, Masterclass 3 will challenge you to master the principles of brand architecture by applying them through a collaboration with a real-world brand that will be your guest “client” in the room with you. Each session of Masterclass 3 will feature a different brand client, and your performance will be evaluated by them, just as your thinking and prototyping will be considered for use in the client’s day-to-day business.
