€2,949.94

Event Information

Share this event

Date and Time

Location

Location

Copenhagen Institute of Interaction Design (CIID)

37 Toldbodgade

#B

1253 København

Denmark

View Map

Friends Who Are Going
Event description

Description

Learn how to apply design thinking to evolve your brand, align teams, and grow your business.

As technology disrupts the status quo in financial services, consumer expectations are radically shifting towards greater transparency, clarity, and control (with a twist). Is your brand evolving to meet these new needs and expectations? Brand is so much more than message and identity. Brand encompasses the complete set of associations someone has about your business. It’s what people think and feel - good and bad - about what you do and how you do it.

Whether you’re launching a new brand or evaluating a current brand, design can be the differentiator that gives you a competitive edge. Marketing firms can help you with segmentation, positioning, and value propositions. Creative agencies can use words and imagery to express your brand personality. Design Thinking adds a human-centered approach to both, integrating empathy and emotion into a successful strategy that creates meaningful value.

Participant profile & prerequisites

Executives and senior leaders looking to define a future state for their business, as well as anyone who’s frustrated by friction within their organization and wants to move faster with better results.

Full Description

“In any competitive market, what drives margin and growth and separates one business from another – for employees, customers, partners, and investors - is the brand.” (Jim Stengel, Grow).

It’s estimated that more than 30% of total market capitalization comes from brand. Brand is so much more than message and identity. Brand encompasses the complete set of associations someone has about your business. It’s what people think and feel - good and bad - about what you do and how you do it. And it’s becoming more understood that brand plays a significant role in creating business value. Creating a well-defined and compelling brand comes from understanding people and building what they need - even if they didn’t realize they needed it. Brand serves as a unifying force, enabling companies to create products, services, and experiences that provide real value to people.

As technology disrupts the status quo in financial services, people’s expectations are radically shifting towards greater transparency, clarity, and control (with a twist). Is your brand evolving to meet these new needs and expectations? Whether you’re launching a new brand or evaluating a current brand, design can be the differentiator that gives you a competitive edge. Marketing firms can help you with segmentation, positioning, and value propositions. Creative agencies can use words and imagery to express your brand personality. Design Thinking adds a human-centered approach to both, integrating empathy and emotion into a successful strategy for your business.


This workshop aims to give you tools for strengthening your business through a unifying definition of your brand. We’ll use a real-world example to learn and practice these tools in a hands-on environment.


Learning expectations

  • Learn a framework for rapidly defining brand through design thinking
  • Learn to gather insights and uncover new opportunities to define a strong brand
  • Learn how to unify your organization - and the customer experience - through brand
  • Have fun looking toward the future, prototyping, and bringing a brand to new life

Schedule

DAY 1

EARLY MORNING
-Meet and greet
-Ice breakers
-Workshop overview and objectives

MORNING
-Presentation:
Brand Definition
-Project setup
-Discussion:
Brand definition hypothesis

AFTERNOON

-Activity:
Observations




DAY 2

EARLY MORNING
-Discussion:
Group reflections
-Activity:
Synthesis

MORNING
-Activity:
Synthesis
-Discussion:
Revise brand hypothesis

AFTERNOON
-Presentation:
Brand Expression
-Activity:
Prototype product, service, and customer experience concepts




DAY 3

EARLY MORNING
-Presentation:
Brand Activation
-Activity:
Storytelling

MORNING
-Activity:
Prototype presentations

AFTERNOON
-Awards ceremony
-Discussion:
Final brand definition
-Discussion:
Reflections & feedback


WRAP


Instructors

Ann Bishop

Ann is a design and brand strategist with experience leading cross functional teams at several of the top technology companies in Silicon Valley. She brings a design thinking approach to business, leveraging customer insights to drive new opportunities for growth.

In the early days of the Web, Ann managed a design team that helped launch Travelocity, the first travel site to give people the same access to schedules and fares as travel agents. At eBay, she pioneered an early content strategy practice for the User Experience team and helped transform the eBay Motors business by activating a new type of customer. Ann has since led large customer experience projects for companies such as LinkedIn, Facebook, and several Bay Area start ups.

Most recently, Ann headed the brand team for Financial Engines, an early finTech pioneer in investment planning for retirement. Ann helped extend the value proposition to financial planning through the acquisition of another company and led the development of a new brand strategy and identity for the combined companies that launched in 2016.


Jim Silburn

Jim Silburn is the founder of silburnNORTH, a transformative brand strategy firm located in Minneapolis, MN. silburnNORTH specializes in human-centered brand experience design, leveraging empathy and insight to create worth for brands and the people they serve. Practice areas include insight generation, brand strategy, design thinking, product, service, experience and communications innovation, as well as organizational consulting.

For more than 20 years, Jim has created brand value for a wide range of companies. Before starting his own firm, Jim was President of advertising agency Colle+McVoy. Prior to that, Jim served as Senior Director of Marketing at Capella Education Company, where he helped transform Capella University’s marketing model. Before joining Capella, Jim had escalating roles at several advertising agencies, including Fallon, Martin-Williams and Carmichael Lynch. In these roles, he helped lead teams through brand architecture definition and communication development on a wide variety of brands, including Harley-Davidson Motorcycles, Caribou Coffee, Dupont, Land O’Lakes, Indian Motorcycles, Miller Lite, Purina, Sports Illustrated, Jim Beam, Coca-Cola, and Rolling Stone.

Jim’s background also includes experience specifically in financial service, including Financial Engines, U.S. Bank, Associated Bank, First American Funds, and Farm Credit.



Contact

For any further information or inquiries, please write to education@ciid.dk

Find more workshops on the CIID Professional Programmes page.

Share with friends

Date and Time

Location

Copenhagen Institute of Interaction Design (CIID)

37 Toldbodgade

#B

1253 København

Denmark

View Map

Save This Event

Event Saved