The Space 2 Scale Huddle™
One-on-One Conversations To Make Your Brand Soar
As Founder or CEO, knowing everything there is to know about your business is your biggest asset… IF you use your knowledge to harness your brand's essence and position your enterprise to scale.
That’s why I have created the Space2Scale Huddle™. Unlike brand consultancies or marketing executives who assemble brand documents without your total and unabridged input, I have built an efficient and highly cost effective off-site process that digs deep into your knowledge and experience to leverage the true and scalable essence of your business.
My proprietary process, a series of 12 structured one-on-one conversations, cuts directly to the core of your scalable brand promise – and turns you into your business’ most powerful brand steward – in essentially one long weekend.
DAY 1: FOCUS & CTD™
On the first day, we excavate your business’ unique strength(s). I will ask you as many open-ended questions as it takes to fully understand your business, your market, your category, your customers, your competition, your current challenges and your long-term ambition for your enterprise.
We'll review the story of “Third Place” – How Starbucks' internal Category Trumping Differentiator (CTD™) created a world where no one asks you to leave, ever… resulting in 17,000 or so thriving cafés across the globe. Then, we’ll draft your brand's internal CTD™ together until you arrive at a final version that wholly expresses the core of your superior and relevant brand promise …just like Starbucks® did.
CTD™ in place, you now step up as your brand’s confident steward and begin to map out the boundaries of where your brand stands… and equally important, where it does not.
DAY 2: VERBAL & VISUAL COMMUNICATION
Ever watch an Apple® keynote with Steve Jobs?
“Magical”
“Phenomenal”
“Unbelievable”
Those are his words. Leveraging your newly created CTD™, we will discover what yours are… and how you, with your words, will tell your story and scale your business. Together, we will draft meaningful taglines, positioning statements and a message matrix that you will use to have your products, organization or entire enterprise stand apart. We may even begin work on a new name for your business.
Then you will viscerally discover the power of symbols, colors and sounds. Why does Richard Branson’s Virgin® logo have that dynamic upward thrust? Why is it red? Why is the Goldman Sachs® logo a solid blue square? What emotion is Apple’s start-up sound designed to bring about?
However – much more importantly – you will confidently settle upon your company’s symbolic foundation, its dominant, subordinate and accent colors, and any other visual or aural texture that unmistakably communicates your brand’s Category Trumping Differentiator (CTD™).
DAY 3: BLUEPRINT
Finally, I will capture everything we have created together to draft your Brand Blueprint™ – a crystal-clear foundation document that I will deliver to you within a month of our Huddle.
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Whether we meet at your location or schedule an off-site (preferred), you will return to your enterprise with powerful visuals and copy, purposeful stories aligned with your dominant brand promise and maybe even a new name for your business or product to fully connect to your true brand.
In short, you will have created the Space 2 Scale – and assumed the role of brand steward – just like Steve Jobs, Howard Schultz and Phil Knight did for Apple®, Starbucks® and Nike®.
To plan your Huddle, please call (626) 818-1408
One-on-One Conversations To Make Your Brand Soar
As Founder or CEO, knowing everything there is to know about your business is your biggest asset… IF you use your knowledge to harness your brand's essence and position your enterprise to scale.
That’s why I have created the Space2Scale Huddle™. Unlike brand consultancies or marketing executives who assemble brand documents without your total and unabridged input, I have built an efficient and highly cost effective off-site process that digs deep into your knowledge and experience to leverage the true and scalable essence of your business.
My proprietary process, a series of 12 structured one-on-one conversations, cuts directly to the core of your scalable brand promise – and turns you into your business’ most powerful brand steward – in essentially one long weekend.
DAY 1: FOCUS & CTD™
On the first day, we excavate your business’ unique strength(s). I will ask you as many open-ended questions as it takes to fully understand your business, your market, your category, your customers, your competition, your current challenges and your long-term ambition for your enterprise.
We'll review the story of “Third Place” – How Starbucks' internal Category Trumping Differentiator (CTD™) created a world where no one asks you to leave, ever… resulting in 17,000 or so thriving cafés across the globe. Then, we’ll draft your brand's internal CTD™ together until you arrive at a final version that wholly expresses the core of your superior and relevant brand promise …just like Starbucks® did.
CTD™ in place, you now step up as your brand’s confident steward and begin to map out the boundaries of where your brand stands… and equally important, where it does not.
DAY 2: VERBAL & VISUAL COMMUNICATION
Ever watch an Apple® keynote with Steve Jobs?
“Magical”
“Phenomenal”
“Unbelievable”
Those are his words. Leveraging your newly created CTD™, we will discover what yours are… and how you, with your words, will tell your story and scale your business. Together, we will draft meaningful taglines, positioning statements and a message matrix that you will use to have your products, organization or entire enterprise stand apart. We may even begin work on a new name for your business.
Then you will viscerally discover the power of symbols, colors and sounds. Why does Richard Branson’s Virgin® logo have that dynamic upward thrust? Why is it red? Why is the Goldman Sachs® logo a solid blue square? What emotion is Apple’s start-up sound designed to bring about?
However – much more importantly – you will confidently settle upon your company’s symbolic foundation, its dominant, subordinate and accent colors, and any other visual or aural texture that unmistakably communicates your brand’s Category Trumping Differentiator (CTD™).
DAY 3: BLUEPRINT
Finally, I will capture everything we have created together to draft your Brand Blueprint™ – a crystal-clear foundation document that I will deliver to you within a month of our Huddle.
###
Whether we meet at your location or schedule an off-site (preferred), you will return to your enterprise with powerful visuals and copy, purposeful stories aligned with your dominant brand promise and maybe even a new name for your business or product to fully connect to your true brand.
In short, you will have created the Space 2 Scale – and assumed the role of brand steward – just like Steve Jobs, Howard Schultz and Phil Knight did for Apple®, Starbucks® and Nike®.
To plan your Huddle, please call (626) 818-1408