Opening speech
Marius Ursache (Grapefruit), Dana Dumitrescu (Evensys)

What is BrandCamp and why focus on the branding process

Managing Perception
Alina Wheeler, Brand Identity Champion

Wheeler maps out a disciplined and collaborative process, addresses decision-making and critical success factors, and showcases trends, tools and best practices used by branding teams from three continents.

Don’t Underestimate the Brand Audit
Ştefan Liuţe, Strategy Director, Grapefruit

A brief look at what needs to be planned and thought about when conducting brand audit so that both the client and the agency know what they're up to and what to expect.

Face It. Keys to Success
Dan Reynolds, Editor/Designer, Linotype
Arash Shahidi, International Sales Manager, Linotype

In a dialogue concerning your brands’ success, Linotype reveals the key Corporate Type factors to consider. Through a quick succession of tests, real-life examples and case studies, your business will be discussed and burning questions will be answered, both from the commercial side as well as from the creative point of view.

Designing Corporate Brands: Toward A Unified Theory
Tony Spaeth, Independent Identity Consultant
Tom Vanderbauwhede, Managing Director, Lemento Antwerp

Suppose we can identify all factors that can motivate identity change—the Drivers. We can also describe all the creative strategies, all the basic tactical choices that are available to effect identity change. Can we then plot tactics against drivers, to better understand what usually works best and why? If we could build a ‘matrix’ like this, and populate it with case histories, we would have a tool to educate clients, consultants and designers. A tool for planning, sourcing and staffing rebranding programs.

What Good Is Your Brand Book
Marius Ursache, Chief Creative Officer, Grapefruit

Why do you need a brand identity manual, how should you do it and how do you make sure it is read and used.

The Magnificent Seven
Christian Schroeder, Managing Director, Landor Hamburg

The presentation focuses on the Landor philosophy on the seven elements to a successful branding program. It discusses understanding the market place, defining your special difference, determining the brand architecture, planning the brand universe, bringing your brand to life, internalising and managing it.

3D Branding
David Davis, Design Partner, Minale Tattersfield

What criteria should be considered when brands are represented in the physical world, as opposed to print or online? This presentation describes issues related to visibility, color, paint, materials, lighting, and managing maintenance, illustrated with examples from oil, banking, automotive and telecom industries.

Architectural Design and Branding
Konstantinos Tsakonas, Architectural Design Researcher, MIT

Brand consultants who learn how to leverage the value of architectural design in the branding process can create value for their clients. Learning, then, how to measure the impact of using architectural design in the branding process is key in a successful brand audit that can justify investment.

Essential Rules for the Successful Implementation of a Corporate Brand
Shahar Silbershatz, Managing Director, Karakter

You've made a decision to develop your corporate brand, convinced your internal stakeholders, and identified the right agency. Now that the agency has created a strategic platform and a visual identity that you're happy with—what do you do next? This presentation will focus on the pitfalls to be avoided and success drivers to be considered when implementing a new corporate brand in an organization: from the consistent roll-out of the visual identity, to the proper delivery of a new promise in actions and behavior. The presentation will include the do's and don'ts for getting maximum value from a corporate branding process.

Training Session 1: Branding the Customer Journey Experience
Christian Schroeder, Managing Director, Landor Hamburg

The training session looks at the customer journey and looks at undertaking a touchpoint analysis, prioritizing brand applications and ensuring consistency with strategy, planning the implementation.

Training Session 2: Does the Rebranding Matrix Work as Intended?
Tony Spaeth, Independent Identity Consultant
Tom Vanderbauwhede, Managing Director, Lemento Antwerp

Dividing into small teams, we will use what we know about corporate rebranding events of recent years to ‘fill in’ the Matrix. Or describe your own company's situation, or that of a client or prospect company, and we'll see if the Matrix might help us plan a best rebranding process.

Training Session 3: Roadside Retail
David Davis, Design Partner, Minale Tattersfield

How do you define the objectives and strategy for achieving the goals in a project such as a petrol station redesign? What is the process of creating an identity symbol, color and logotype? How do you apply this identity to the main and secondary signage, the canopy, the pump islands? Further discussion on lighting, non-oil branding (C-store, car wash and oil change), site layouts and landscaping and energy efficiency.

Training Session 4: How to Successfully Implement a Corporate Brand
Shahar Silbershatz, Managing Director, Karakter

This training session will build on the previous day's presentation with a focus on the professional implementation of a new corporate brand across the various dimensions of the business, from visual and marketing to HR and management. The training session will involve audience participation through exercises and Q&A sessions.