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Creating Brand Traction: A Hands-On Workshop Series

General Assembly

Thursday, November 14, 2013 at 6:30 PM - Sunday, November 17, 2013 at 2:00 PM (PST)

Creating Brand Traction: A Hands-On Workshop Series

Ticket Information

Ticket Type Sales End Price Fee Quantity
Full Series Ended $399.00 $22.94
Session 1 Ended $150.00 $9.24
Session 2 Ended $150.00 $9.24
Session 3 Ended $150.00 $9.24

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Event Details

Creating Brand Traction: A Hands-On Workshop Series

Thursday Nov 14th  6:30pm - 9:00 pm, Saturday Nov 16th from 11am-2pm, and Sunday Nov 17th from 11am-2pm

Frank H Vial & Marieke van der Poel, Partners flux21:group

Your start-up's most important asset is it's vision, translated into an inspiring and engaging brand story.

A strong brand story will build traction for your big idea, faster and earlier. It is a vital tool to help you create connections with your team, your customers and your investors. But very concise and user-friendly stories are hard to build. We use trend research as inspiration: it decodes that extra emotional connection that makes people want you.

For this series of three intensive, hands-on sessions, two seasoned creative strategists have decoded the way to create intriguing brand stories and meaningful and lasting brand connections with your customers.


Session I: Decoding Trends & Customer

  • Who is your aspirational customer?
  • Where are they and what do they want?
  • What is the big opportunity you have to create new value for them, beyond the scope of your product?

 Session II: Creating Your Brand Story

  • What's your big idea and brand story that will help you create grip?
  • What is your "extra value"?
  • How can you express your story in ways that intrigue and inspire people?

 Session III: Connecting To Your Customers 

  • How do you move people from being aware to being new voices for your brand?
  • What are your customer's adoption barriers and how can you overcome them?



Thursday, 14 November, 6:30 – 9 pmSession 1: Decode
Saturday, 16 November, 11 am – 2 pmSession 2: Create
Sunday, 17 November, 11 am – 2 pmSession 3: Connect


Ideal for anyone with a specific product or company in mind. Each session can be taken separately but the series is most useful as a sequence.


Frank H Vial Photo

Frank H Vial 
Partner & Creative Strategist

Frank is a creative strategist who helps entrepreneurs decode opportunities, create intriguing brand stories and ideate innovative ways to connect with their customers. He leads the flux21:group, a San Francisco-based collective in trend + brand + design + innovation and works with startups and entrepreneurs through platforms such as Draper University, Swissnex, younoodle, CCA and others. In the past he has led brand strategy programs ranging from entertainment to energy, from startups to Fortune 500 clients across the US, Europe, China, India and Japan.

Marieke van der Poel Photo

Marieke van der Poel 
Partner & Applied Trend Forecaster

Marieke is an applied trend forecaster. Her experience ranges from fashion editing in Europe, leading magazine and photo shoot concepts from Milan to the Netherlands, to long standing roles within major international trend forecasting agencies Peclers Paris and ESP Trend Labs in the US. Her unique approach brings tailored and project specific analysis, translating long term consumer trends to actionable brand strategy and product development direction for market leading multi-nationals.


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Our Refund Policy: Plans change? We get it. But if you can't make it to a class/workshop, please email us at at least 7 days before the scheduled event date. No refunds will be given after this timeframe. 
Have questions about Creating Brand Traction: A Hands-On Workshop Series? Contact General Assembly

When & Where

General Assembly San Francisco @ Hattery
414 Brannan St
San Francisco, CA 94107

Thursday, November 14, 2013 at 6:30 PM - Sunday, November 17, 2013 at 2:00 PM (PST)

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General Assembly

General Assembly is a global network of campuses for individuals seeking opportunity and education in technology, design, and business.

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Creating Brand Traction: A Hands-On Workshop Series
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