The document describes a one-day workshop hosted by The Brand Lodge that aims to enhance marketing skills. The workshop will (1) teach methods for deconstructing brands to develop strategic and creative solutions, (2) highlight how agencies can build credibility through engaging campaigns across channels, and (3) make strategists more creative and creatives more strategic to improve collaboration. Attendees will participate in exercises to practice the brand profiling process and develop an integrated campaign for a product category. The workshop is led by experts with experience in marketing and creative roles who developed a unique model for defining brand differentiation.

1. CREATIVE AND CLIENT
IN A ONE OF A KIND WORKSHOP
THE BRAND LODGEWe l c o m e … t o a f r e s h p e r s p e c t i v e o n b r a n d s

2. THE BRAND LODGEthebrandlodge.com
The communication industry has entered a
major period of transition where marketing
activity will have to work even harder to
engage consumers.
Brands lacking a social conscience,
transparency and authenticity are in danger
of losing credibility which is essential if they
are to maintain loyalty, and engage new
customers.
This has evolved from decades of traditional
marketing 'intrusion' which migrated online
and is now also proving ineffective as
disengaged audiences choose to skip or
A NEW ERA IN MARKETING
change channel to avoid embedded
advertising altogether.
Agencies will need to broaden their skill-sets
in order to take command of the full breadth
of media, marketing 'touch-points' and
content on offer to achieve a truly
integrated approach.
This is not a new ambition, but without
better collaborative internal processes -
greater cross department understanding,
buy-in and synergy, then effective marketing
solutions will be difficult to deliver.

3. For the first time an ex-Head of Marketing
(Sony Playstation) and ex-Global Creative
Director (Saatchi & Saatchi) have joined
forces for a transformative day of training.
By bringing perspectives from either side of
the client agency divide, they have merged
the very best of both worlds into a unique
and powerful communications model.
The resulting workshop is designed to
enhance marketing skill-sets and thought
processes from positioning, through to
strategy, planning and creativity.
During the day we will train attendees in
how to deconstruct a brand to deliver a solid
foundation from which a truly integrated
approach to marketing solutions can be
achieved in order to tell compelling brand
stories across every channel.
We will highlight and discuss the current
market conditions and demonstrate how
agencies can deliver fresh and engaging
activity to build credibility with an army
of ambassadors through positive word of
mouth.
With a focus on making strategists more
creative and creatives more strategic, this
workshop will benefit all agency and
marketing departments, creating better
understanding, synergy and collaboration
in preparation for a new era in marketing.
THE BRAND LODGEthebrandlodge.com
A TRANSFORMATIVE DAY OF TRAINING

4. James Sinclair
One of London's most awarded writers and
creative directors, James, has applied his
extensive experience into creating a brand
profiling process (The Brand Affinity Model).
This proprietary system of deconstruction
manages to capture both the physical and
functional aspects of product delivered with
all the personality and character of the
brand. The workshop draws from this model
to give a unique process for defining brand
differentiation.
Geoff Glendenning
An Integrated marketing specialist who
made his name with the launch of Sony
Playstation before becoming co-founder
of one of the world’s first truly
Integrated agencies. He was an early
pioneer of the philosophy of building
brand authenticity and credibility at the
heart of 'youth culture' by forging
relationships through brand support
rather than brand hijack.
THE BRAND LODGEthebrandlodge.com
YOUR FACILITATORS
james@thebrandlodge.co.uk geoff@thebrandlodge.co.uk

5. MORNING
10am START
Introduction & Overview
Setting the Scene - the communications
landscape pre and post digital
PLAYSTATION CASE STUDY
How Sony made gaming ‘cool’
A strategy for a new style
of culture-led marketing
COFFEE BREAK & Q&A
Creativity; What’s changed? What hasn’t?
The Unified Theory of
Creativity, Strategy, and
Integrated marketing
1st EXERCISE
Deconstructing creative & strategic ideas.
2nd EXERCISE
The anatomy of a brand;
Constructing an effective differentiation
Break into groups & brief the afternoon's
Campaign Project:
Outline project objectives, timing,
the judging process and scoring
WORKING GROUP LUNCH 1:00
AFTERNOON
START 2:00pm
3rd EXERCISE
Work on projects
(Geoff & James assist)
Prepare presentation material
4TH EXERCISE
GROUP PRESENTATIONS
(15mins per group)
Q&A, JUDGING & SCORING
SUMMARY
Q&A
If required
FINISH
The early 90's gave rise to a technology led media
explosion which took advertising saturation to a new
level of overkill. With media literacy and cynicism at
an all time high a wild new frontier of digital
communications put the control of the dissemination of
information back in the hands of the people. At the
same time the biggest 'youth movement' in history
managed its own media channels, securing the era as
the true birth of the digital age - that would in some
ways change everything, yet in others, change nothing.
The proliferation of media continues to deliver new
opportunities to tell brand stories as entertainment
content across multiple platforms and formats with the
possibility to generate interest and earned media that
will multiply the impact and reach beyond all previous
'intrusion' models. Yet the same challenges to attract,
engage and reward remain. So what will help us create
cohesive campaigns against this ever shifting backdrop?
CREATIVITY: Expanding your understanding and
capability as a universal creative thinker with perhaps
one of the most simple and concise, yet flexible, models
ever created. This is a 'master-key' that will unlock and
demystify the foundation of great creative ideas for
every conceivable format and media.
STRATEGY: We reveal the symbiotic relationship between
strategy and creativity to help deliver killer solutions.
INTEGRATION: How a core idea and strategy can be rolled
out across all ‘touch-points' to evolve and encourage an
organic spread of the message through all media.
As a Brief we suggest choosing a product category that your agency would like
to have on its roster, or perhaps a particular client the agency has been finding
challenging and would benefit from some fresh thinking or a bold experiment.
Then if, in addition to the training, the day produces some useful ideas it’s a
nice bonus that also helps mitigate our fees!
Groups will be guided through creating a brand
profile to help inform a creative platform and
campaign proposition. This will act as their brief for
creating individual media ideas (expressed in synopsis
form) to build an integrated campaign across their
chosen media channels.
Scoring will be based on a collection of simple
metrics: Credibility, Originality, Touch-points
included, and potential for ambassador growth
through share and promotion.
This first exercise will include a number of tests for
identifying creative ideas across a host of creative
forms including; songs, poems, paintings, ads, films,
comedy sketches, novels and cartoons.
AGENDA
This second exercise will show how to deconstruct a
brand into its constituent parts; features, traits &
values, rational & emotional benefits, and from this
information, form the core of a creative and
strategic platform - leading on from the process just
learned in the 1st exercise.
Sony came from nowhere to go head to head with the
big dog on the block, Sega, a brand already
synonymous with gaming. Yet within 6 months,
Playstation was outselling the Saturn console by 8 to 1
in the UK. Playstation's core credibility was built with a
unique strategy that used less than 5% of the overall
budget. Geoff reveals how.
Groups will present their strategy and core ideas using
which ever means they prefer. Rough and simple: pads
& pens flip-chart, whiteboard, laptops, tablets, etc.

6. thebrandlodge.com
Thank you
THANK YOU
thebrandlodge.com
THE BRAND LODGEthebrandlodge.com
For further information please email: james@thebrandlodge.co.uk or geoff@thebrandlodge.co.uk