Workshop on brand, branding (and why they’re not the same) for 20+ members of the Glasgow Student Marketing Society.
As it is now common to work in interdisciplinary teams, this was a chance for non-designers – mostly politics and business students – to get to know a new way of problem-solving. The event started with a 30 minute presentation of my work, what it means to design and how and why brand is relevant.
With reference to Wally Olins “The Brand Handbook” I introduced the idea of brand as a gut feeling and the elements this feeling consists of – communication, products, environments and behaviour.
After that, a hands-on workshop was introduced where the participants, devided into groups, created physical moodboards of the perceived brand DNA / gut feeling of selected fast food brands. The members worked on visual manifestations for their feelings and perceptions around McDonald’s, Pret a Manger, Juice Garden and Starbucks. We finished with a brief presentation of each groups’ main insights. One group even presented a poem about McDonalds to demonstrate their split feelings about the brand: poetic lines (related to positive childhood memories) and their contrasting adult feelings towards the company, describing greasy, unhealthy food and shady people at McDonalds at 2.30am.