Putting theories to the test
The second portion of the afternoon took the form of a workshop, and was led by Jo Davies, Managing Director, VIM Group. The attendees were split into small teams, and each team was provided with a fictional brief, detailing a company and their business strategy. The teams were then asked to have collaborative and immersive thinking about how these fictional companies could organise their brand to meet these business strategies. The focus being how do you future-proof; thinking about tomorrow, rather than today. From mapping out the customer and employee journeys for their brand, to identifying the priority brand touch points, and brainstorming ways of creating employee engagement. The next step was to consider how to measure brand touch points for brand performance, and how to apply new trends and digital disruption to their strategies. The final part of the task was to then analyse their proposed brand strategy and identify where it aligned with the business strategy, and define what would be useful when creating a business case for the organisation.