BDW DIZAJN LABS-FUTURE2 STRATEGY
FUTURE2 STRATEGY BRANDING MASTERCLASS
WORKSHOP FOR MARKETING EXECUTIVES, CEO’S AND BRANDING EXPERTS: HOW TO CONQUER CONSUMER’S MINDS? NO SHARE OF MARKET, WITHOUT SHARE OF MINDS!
The DIZAJNLABS FUTURE2STRATEGY class was moderated by Manfred Stoeckl, founder of the branding consultancy “Minds – Brandmakers” in 2001 in Austria, and his partner Simone Molisch – Winsauer. The communication between the brand and the customer is at core of the “Minds – Brandmakers” ideology, and at every turn the creative team channels this ideology through an enormous amount of knowledge and experience.
The workshop was presented as a hands-on approach with 40 professionals divided into two groups, who were given the tasks of representing one of two competing dairy companies – IMLEK and DUKAT. The problem was to define the brand essence of each company through association and elimination, where participants wrote down expressions associated with the company they were representing. This is what Manfred had to say about DIZAJNLAB: “It was a great exercise, and it was so interesting to see how the participants enthusiastically tackled the job exactly along the strategic branding input they were given before. Not really surprisingly, but greatly confirming the sense of branding, the result of the working groups were just identical with what we had anticipated.”