Building Brand Experiences

Retain relevance

Our Brand Experience Bootcamps

We deliver a number of brand education programmes based on our book, Building Brand Experiences.

These range from our one-day Baseline Brand Experience Bootcamp through to our five-day Leadership Brand Experience Bootcamp. We also deliver Bespoke Bootcamps based on specific client requirements in addition to Keynote talks at conferences and corporate events.

Each Bootcamp is structured around one of our “Bootcamp Blueprints” which guide participants, step by step, through the Bootcamp’s content. Our Blueprints provide participants with an overarching framework that maps out the Bootcamp’s content. They also focus participants’ minds on delivering a final “take away” of practical value such as strategic and operational brand experience building plans.

Each step of a Bootcamp Blueprint applies “Practical Toolkits” from Building Brand Experiences. These are a suite of tried-and-tested techniques and templates we’ve developed over the years and use with our clients in brand advice and education projects. Using these Toolkits keeps our Bootcamps interactive and applied.

Demonstrating the value our work delivers to clients is important to us. When our Bootcamps are run in-house we obtain key measures from participants before the Bootcamp starts. We then re-administer the same measures after the Bootcamp so you can see, in no uncertain terms, the positive impact our work has had on your team.

Baseline Brand Experience Bootcamp (1 day)

Who should attend your Baseline Brand Experience Bootcamp?

  • Entry-level employees
  • Junior employees
  • Mid-tier employees

Baseline Brand Experience Bootcamp participants want to…

  • Familiarise themselves with key brand experience language and terms so they can contribute more actively to everyday brand experience-related conversations
  • Acquire introductory brand experience knowledge
  • Feel more comfortable and familiar, in practical terms, with the process of building brand experiences
  • Obtain a hands-on understanding of how brand experiences can be built at their organisation.

Our Baseline Bootcamp usually acts as a stepping-stone for our Intermediate or Advanced Bootcamps that are more focused on adopting a more integrated and holistic approach to building brand experiences.

Where is your Baseline Brand Experience Bootcamp held?

Our Baseline Brand Experience Bootcamp can be delivered at your premises or off-site. A number of clients have included this Bootcamp as part of a company conference or brand experience-focused team away day, where key members of the team attend the Bootcamp before, during or after the in-house sessions.

How many participants can attend your Baseline Brand Experience Bootcamp?

Between 16 and 20 participants is about right for our Baseline Brand Experience Bootcamp. This keeps things interactive, engaging, and to a large extent informal. Just the way we like things.

After attending our Baseline Brand Experience Bootcamp you’ll:

  • Know why brand experiences help brands to retain relevance
  • Discover how you can use the Brand Experience Blueprint structure and guide the process of building brand experiences
  • Appreciate the scope of the Brand Experience Environment (Understanding stakeholders; Fine-tuning your perspective; Considering the mechanics of delivery; and Adopting a data-driven approach)
  • Develop a robust understanding of the Brand Experience Building Essentials (Brand values; Brand essence; Brand promise; Brand positioning; and Brand personality)
  • Understand Brand Experience Enablers in the context of your organisation (Design; Communications; and Employee Behaviour)
  • Learn about the dangers of focusing purely on financial metrics when measuring brand experience performance
  • Feel you are able to contribute more actively to the brand experience conversations and initiatives happening at your organisation
  • Think about brand experiences in more practical and applied ways.

What’s the “Bootcamp Blueprint”?

Brand Experience Snapshot (two-page summary)

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Intermediate Brand Experience Bootcamp (2 days)

Who should attend your Intermediate Brand Experience Bootcamp?

  • Mid-tier employees
  • Middle management
  • Senior management
  • Heads of Department

Intermediate Brand Experience Bootcamp participants want to…

  • Learn more about the mechanics of building brand experiences so they can deliver them more effectively
  • Know how to incorporate brand experiences into operational marketing activity
  • Enhance existing, introductory brand experience knowledge they have

Where is your Intermediate Brand Experience Bootcamp held?

The Intermediate Bootcamp is best delivered off-site. This means it’s less likely colleagues will interrupt you for “an urgent question that simply can’t wait”. You’re bound to know that type of question…

How many participants can attend your Intermediate Brand Experience Bootcamp?

The Intermediate Bootcamp is suited to 16 to 20 participants. Any more than this means quantity starts to compromise quality.

After attending our Intermediate Brand Experience Bootcamp you’ll:

  • Acquire the same knowledge as participants who attend the Baseline Bootcamp
  • Feel more comfortable discussing the business case for building brand experiences (from a high level)
  • Know how to explain to your colleagues why brand experiences provide a powerful means of retaining relevance
  • Establish which parts of the Brand Experience Environment (Understanding stakeholders; Fine-tuning your perspective; Considering the mechanics of delivery; and Adopting a data-driven approach) are particularly relevant to your organisation
  • Apply the Brand Experience Essentials (brand values, essence, promise, positioning and personality) to your organisation
  • Obtain practical insights that will help you bring your Brand Experience Essentials to life through:
    • Employee behaviour (recruitment, induction, training, appraisal, reward and exit interviews)
    • Communication (internal brand communications, social media, content and conversations, brand language, mobile, brand stories & gamification)
    • Design (multisensory and service design)
  • Enhance your ability to engage non-marketing colleagues with brand experience building projects you manage
  • Connect the three stages of the brand experience building process as part of a complete process
  • Start to adopt a holistic approach to measuring brand experiences that incorporates brand, employee and financial metrics into performance dashboards.

What’s the “Bootcamp Blueprint”?

Building Brand Experiences: Operational Plan

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Advanced Brand Experience Bootcamp (3 days)

Who should attend your Advanced Brand Experience Bootcamp?

  • Senior management
  • Heads of Department
  • Executives
  • Senior executives
  • Vice Presidents
  • Directors
  • Leadership teams

Participants who attend our Advanced Bootcamp have a good understanding of what brand experiences are and why they are important.

Advanced Brand Experience Bootcamp participants want to…

  • Obtain a robust, rounded and applied understanding of how to build brand experiences
  • Receive focused advice, guidance and support on how they can translate the C-Suite’s brand experience vision into action
  • Appreciate the rationale that underpins the brand experience building process so they can address common questions or concerns middle management or employees may have.

Where is your Advanced Brand Experience Bootcamp held?

Our Advanced Brand Experience Bootcamp is best delivered off-site. This means your colleagues can’t “borrow you” for a minute (which inevitably tends to be an exceptionally long minute) or ask you to “jump onto a quick conference call” (which is far from quick).

How many participants can attend your Advanced Brand Experience Bootcamp?

The intensive nature of our Advanced Bootcamp means we advise between 12 and 16 participants. This helps us strike the balance between intensity and interactivity that Advanced Bootcamp participants expect.

After attending our Advanced Brand Experience Bootcamp you’ll:

  • Acquire the same knowledge as participants who attend the Intermediate Bootcamp
  • Obtain a deep yet practical understanding of how to build brand experiences
  • Know how to translate the C-Suite’s brand experience aspirations into manageable chunks that are easier for middle management to digest
    Evaluate your brand in the context of the Brand Experience Environment:

    • Understanding your stakeholders
    • Fine-tuning your perspective
    • Considering the mechanics of delivery
    • Adopting a data-driven approach
  • Integrate your Brand Experience Essentials so the brand experiences you build have a consistent and cohesive feel
  • Co-ordinate how you bring your brand experiences to life through the use of Brand Experience Enablers
  • Represent your brand experience building ideas in clear and concise ways
  • Avoid brand experience jargon that will alienate your teams
  • Connect strategic and operational brand experience building activities with greater clarity
  • Advocate the need to adopt a more emotional approach to building brand experiences based on robust neuroscientific knowledge
  • Explain the logic that informs the process of building brand experiences
  • Address brand experience-related concerns or questions your team may have in more focused and reassured ways
  • Measure brand experiences scientifically so you can demonstrate the value they deliver to your colleagues

“ This was a really in-depth branding programme that promised to answer specific questions we are struggling with. It certainly did that. I was surprised it was possible to outline the brand experience-building process in such a simple manner, step by step. ”
– Mrs. Tricia Tan, Retail Marketing Head, Security Bank, Philippines

What’s the “Bootcamp Blueprint”?

Building Brand Experiences: Strategic Plan

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Leadership Brand Experience Bootcamp (5 days)

Who should attend your Leadership Brand Experience Bootcamp?

  • Senior executives
  • Vice Presidents
  • Directors
  • Leadership and C-Suite

Leadership Brand Experience Bootcamp participants want to…

  • Immerse themselves in an advanced, challenging and highly interactive brand experience building Bootcamp
  • Commit quality time to acquiring high-end brand experience knowledge so they can drive brand performance at their organisation
  • Define then lead brand experience strategy that dovetails with broader marketing and corporate strategy
  • Learn in an environment that is more akin to a group mentoring session than a classical workshop
  • Have time to challenge (and be challenged) and reflect on how they can use their newly acquired knowledge to build experiences that will help their brand(s) retain relevance
  • Delegate key parts of the brand experience strategy to direct reports in a structured and manageable way
  • Discuss specific brand experience thoughts, issues and concerns with participants who experience similar challenges
  • Take a break from everyday brand experience conversations so they can obtain fresh perspectives and explore new ways of thinking
  • Obtain advice on specific brand experience building issues with either of the Bootcamp facilitators.

How many participants can attend your Leadership Brand Experience Bootcamp?

The challenging, intensive and interactive nature of our Leadership Bootcamp means no more than 12 participants can attend. It’s not possible to facilitate the depth of discussion Leadership participants expect with larger groups.

Where is your Leadership Brand Experience Bootcamp held?

Our Leadership Brand Experience Bootcamp is best held off-site so participants can focus fully on the ideas that are being introduced.

After attending our Leadership Brand Experience Bootcamp you’ll:

  • Acquire the same knowledge as participants who attend the Advanced Bootcamp
  • Lead brand experience building initiatives that dovetail with wider marketing and corporate strategy
  • Reflect on, in the context of your organisation:
    • The Brand Experience Environment. The context your brand experiences are built within.
    • The Brand Experience Essentials. The blocks your brand experiences are built on.
    • The Brand Experience Enablers. The tools that bring your Brand Experience Essentials to life.
  • Adopt a scientific and robust approach to measuring brand experiences that will command respect in the boardroom
  • Educate, enthuse and energise your organisation about how building brand experiences can help your brand retain relevance
  • Consider brand experiences as a credible strategic option to discuss with your C-Suite colleagues
  • Evaluate the knowledge you have acquired in the context of your role, team and wider organisation
  • Constructively challenge yourself (and your colleagues) to think about brand experiences in ways that disrupt the status quo at your organisation.
  • Think more holistically about brand experiences and how to measure them
  • Learn from like minded leaders who will attend this Bootcamp

What’s the “Bootcamp Blueprint”?

Defining, Developing and Delivering Our Brand Experience: Executive Debrief.

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Bespoke Brand Experience Bootcamps

Clients frequently ask us to design bespoke Brand Experience Bootcamps that focus on a specific issue or context. In some instances, Bespoke Bootcamps are “recognised” or “endorsed” by professional trade bodies to give the Bootcamps more kudos, profile and recognition.

  • Condensing our Leadership Bootcamp into a more compact two-day session for the C-Suite
  • Combining our Baseline Bootcamp with some measurement content from the Intermediate Bootcamp for entry-level / junior employees so that a two-day Bootcamp could be incorporated into induction or graduate training programmes
  • Fine-tuning a Bootcamp so it focused on the client’s industry or the nature of their business. For instance, brand experiences for a B2B, services or place brand.

Don’t worry about the detail of the content. Let us worry about that. We just need to know what you want the participants to be able to do after the training. We’ll then go away, have a think and share some suggestions for a Bespoke Bootcamp with you.

What’s the “Bootcamp Blueprint”?

The nature and scope of the Toolkit depends on the content. This is developed with the client.

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Keynote Talk

Who should attend your Keynote Talk?

  • Heads of Department
  • Executive / Senior executive management
  • Vice Presidents / Directors
  • C-Suite / Leadership team

Keynote Talk attendees want to …

  • Obtain an overview of the brand experience building process from a leadership perspective
  • Incorporate the latest brand experience thinking into their strategic plans
  • Understand how to align corporate, marketing and brand experience strategy
  • Acquire advanced brand experience building knowledge in a short period of time so they can lead brand experience building initiatives with greater confidence and conviction.

Where is your Keynote Talk held?

Our Brand Experience Keynote Talk can be delivered at public conferences, company conferences, away days, seminars or keynote events.

How many people can attend your Keynote Talk?

Between 50 and 200 people.

After attending our Keynote Talk you’ll:

  • Understand the latest brand experience building trends and thinking
  • Appreciate how the brand experience building process works from a leadership perspective
  • Lead brand experience building initiatives in more assured ways
  • Justify the business case for building brand experiences with greater confidence in the boardroom
  • Command more respect in the boardroom by adopting a more data-driven and scientific approach to building brand experiences.

What’s the “Bootcamp Blueprint”?

Brand Briefing Template

 

“ Darren’s session at our CXcellence event was well informed, thought-provoking and practical, and dovetailed beautifully with our core message about the importance of CX in B2B organisations – as well as the steps required to do it well. He seems like he knows his stuff. ”
– Joel Harrison, Editor-in-chief, B2B Marketing

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Disclaimers:
Due to the commercial value of the knowledge we share we’ll be unable to accept enquiries from ‘marketing agencies’.
We’re not overly keen on working in the following sectors: Tobacco, gambling and defence.

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