The attendants of the Brand Positioning Masterclass are guided through a program that consists of various digital exercises. Throughout the Masterclass we deliver an unobtrusive flow using consistent design elements in every asset, from the invitation and the preparation up to the 2-day Masterclass, the exercises and handouts. This allows the instructor to focus on the learning goals and content instead of the tools and technology.
Attendants from all over the world are invited to join the Masterclass in Amsterdam. Two weeks in advance they’ll receive an invitation package which contains a couple of immersion exercises. Included in the package is a James Bond movie (Casino Royal) which they are asked to watch. The purpose is to immerse yourself into the world and experience of James Bond. Storytelling, and James Bond in particular, is an important example throughout the Masterclass.
Attendants prepare for the Masterclass by visiting a special immersion website; a styled portal that brings all information for the course together.
Visit the "Brand in a Bottle" e-learning, the leadership questionnaire and take a deep dive into the world of James Bond.
In order to deliver a solid experience to the attendants we designed a consistent style that is used in all the assets and tools of the Masterclass, including the 2-day powerpoint presentation.
This powerpoint presentation contains extra technology to give a more support to the exercises in the Masterclass.
Every attendant is given a personal iPad for the two days. This iPad is connected to the master PC and presentation. This presentation pushes the learning content to the iPads without any intervention of the instructor. It dictates the participants what to see and when. All of this happens through a simple and clean interface.
Augmented Reality is used to give attendants a deep-dive into the content of the exercise. In this particular exercise attendants are asked to look at photographs of consumers through the lens of the iPad camera. By doing that, the photograph will come to life in a real-time 3D animation that shows the deeper meanings and drives of the consumer in the photograph. This all ties into a group discussion about consumer insights and meanings.
“Learn to identify the key Brand elements of a strong Brand over time”. In several exercises attendants are asked to dive into the Brand Positioning of James Bond.
Participants are asked to save relevant consumer reviews as part of the pre-work for the course. When this application is run on the iPads within the seminar, it offers up all the users saved favorites made during the preparation phase which they can use to identify the key Brand elements of James Bond.
The ‘Message in a Bottle’ tool connects all the iPads with the instructors main presentation screen. Each participant is asked to write their personal Brand in a Bottle Essence. The ‘Message in a Bottle’ metaphor suggests that the Brand Essence is sent out into the world like releasing a message in a bottle.
This is visualized on the main presentation screen in such a way that when a participant sends out their Brand essence into the world, a bottle appears to be floating in a big blue sea on the main presentation screen.
The bottle has the users name on and when selected by the course instructor, reveals the participants commitment and Brand Essence. (The GCU is equipped with a large touch screen which adds a nice touch to the experience as the instructor can literally ‘touch’ the bottles on the screen to see the message inside).