At the centre of the workshop is the Brand Commitment Matrix, a simple framework for positioning your brand against the competition. You’ll build out four key components of the matrix, including your brand’s “onlyness”—the most powerful way to make any brand more strategic and dramatically increase your value as a designer.
No preparation is required for this workshop. Just bring your own brand or the brand of a client to work on.
Printworks II, The Morrison Hotel, Ormand Quay, Dublin 1, D01 K5X5
About the Trainer
Marty Neumeier is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of “whiteboard” books includes ZAG, named one of the “top hundred business books of all time,” and THE DESIGNFUL COMPANY, a bestselling guide to nonstop innovation. An online presentation of his first book, THE BRAND GAP, has been viewed more than 22 million times since 2003. A sequel, THE BRAND FLIP, lays out a new process for building brands in the age of social media and customer dominance. His most recent book, SCRAMBLE, is a “business thriller” about how to build a brand quickly with a new process called agile strategy. In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency in Silicon Valley and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation.