Dragon Rouge Autumn Seminar 2013 Invitation

A series of stimulating sessions designed to reveal ways in which brands can create more powerful and sustainable performance.

The Dragon Rouge Autumn Seminars 2013 .

We’re hosting a series of thought provoking sessions, where we share our thoughts, insights and knowledge – and invite you to share yours – on important issues relating to brand, design and innovation.

We’d like to invite you to our Autumn seminars running throughout October.

To register please visit seminars.dragonrouge.co.uk

Programme overview.

We usually keep numbers at a comfortable level so that we have discussions rather than lectures, and places often get taken up early. Please let us know soon if you’d like us to reserve one for you.

You can visit our website for further information on our seminars, other events and news at dragonrouge.co.uk

Day one Wednesday, 2 October 2013

Creating value beyond profit.How a clear brand positioning makes your business meaningful, and drives better commercial performance. 10.00 – 12.00 (registration 09.30)

Fixing a broken marriage.Why brands ignore the relationship between their positioning and architecture at their peril.14.00 – 16.00 (registration 13.30)

Day two Thursday, 3 October 2013

Why meaning something matters.Boosting employee commitment and motivation through your brand. 10.00 – 12.00 (registration 09.30)

Doing more with less.How great design can simplify your business, whilst making it more interesting, elegant and efficient. 14.00 – 16.00 (registration 13.30)

Day three Wednesday, 9 October 2013

Brand experience.A fresh perspective & challenging conventional thinking. 10.00 – 12.00 (registration 09.30)

Packaging’s role in creating sustainable brands. As brands increasingly embrace sustainability we look at how packaging is being reframed as a core contributor to a sustainable system rather than as an isolated waste-generating problem.14.00 – 16.00 (registration 13.30)

Day four Thursday, 10 October 2013

The family of the future.How we will work, play, live and pay in 2030 – and what it means for your business today.10.00 – 12.00 (registration 09.30)

The future of food.How creative consumers and brands are changing our relationship with food – and why it matters. 14.00 – 16.00 (registration 13.30)

Creating value beyond profit.

Is profitability the ultimate measure of success? How will the definition of success change as we adopt a longer-term perspective of business? We’ll introduce you to a variety of businesses that have successfully combined profitability with a broader concept of value. In doing so, we’ll reveal how the definition of traditional concepts of success and leadership are evolving.

How businesses can successfully combine profitability with a broader concept of value.

What we’ll reveal:> Why businesses should value more

than profit> How the best brands communicate

their goals – to shareholders, customers and staff

> How looking to the long term can improve short term performance

> How leadership is changing – and why this is changing the way we do business

> Ideas on how to position your brand for success in the modern world

Who should attend?Marketing, communication and brand decision makers facing the challenge of how to develop and articulate their brand positioning.

Wednesday 2 October 2013

Day one

10.00 – 12.00 Registration 09.30

Fixing a broken marriage.

For too long positioning and architecture have been unhappy bedfellows. Brand and marketing professionals often divorce the two and even mis-diagnose which is at fault for poor brand performance. The truth is the relationship between the two is symbiotic – so if one is managed poorly, the other suffers by association. We’ll explore how to make sure your positioning and architecture are working together for the benefit of your business and show you examples of businesses that really understand how to create a mutually beneficial relationship between the two.

Why brands ignore the relationship between their positioning and architecture at their peril.

What we’ll reveal:> How treating these two brand levers

separately creates commercial challenges> Why it’s important to think about one

when altering the other> How to fix the dysfunctional relationship –

and the benefits of doing so> Creating tools that unleash a brand’s

creative potential – and how to avoid limiting it

> Examples of working marriages from around the world

Who should attend?Marketing, communication and brand decision makers who face challenges with their positioning, architecture, or both!


Day one

14.00 – 16.00Registration 13.30 seminars.dragonrouge.co.uk

Why meaning something matters.

When businesses make their brands stick inside, the positive effects on decision-making, creativity and success are there for all to see. In these organisations relationships are built on a shared sense of purpose and an uncanny understanding of values. We’ll uncover the truths and tactics that provide the ambition, inspiration and incentive for your people to drive your business and their careers forward.

Boosting employee productivity and creativity through your brand.

What we’ll reveal:> How brand commitment can help

businesses become more focused, successful and competitive

> How social media is driving the new agenda for employee experience

> How businesses are using brand to challenge ingrained cultures

> How you can make your brand a tool for better decision-making

> Ways to measure the impact you are having on your people

Who should attend?Marketers, HR professionals, internal communicators and leaders from across your business. The themes discussed will be relevant to all sorts of business roles.

Thursday 3 October 2013

Day two

10.00 – 12.00 Registration 09.30

Doing more with less.

The brand identity guideline is broken. As brands have become more complex and seen their identities stretch into new and dynamic channels, the old model of brand rules and regulations has become rigid and restrictive. There are hundreds of brands whose identity guidelines that define and codify them sit on shelves, untouched and misunderstood, gathering dust.

In this session we’ll argue the case for a new approach, which embraces the concept of doing more with less and that replaces rules and regulations with a platform to creativity that takes into account our ever-changing world of communications. We’ll show you how a defined brand identity system can give you a clear, modern and dynamic identity, flexible enough to face a changing future.

How great design can simplify your business, whilst making it more interesting, elegant and efficient.

What we’ll reveal:> The case for simplicity, how brand

identities can achieve more with less> How to identify the most important design

elements to focus on> How to build your brand identity platform> Assessing the best identity asset

management systems and what will work best for you

Who should attend?All those responsible for managing or using brand identity – designers, brand owners, communications professionals and marketers.


Day two


Brand experience.

Brand experience is an age-old topic facing fresh challenges. Accepted wisdom stresses the importance of clarity and consistency, but the result is rarely as successful as it could be. The advent of social media, digital and mobile channels has challenged us to think differently about how brands interact with their audiences. We’ll look beyond the narrow focus on consistency to explore progressive approaches to designing a brand experience that balances coherence with creating impact, stimulating interest and encouraging interaction.

A fresh perspective & challenging conventional thinking.

What we’ll reveal:> Some challenges to accepted wisdom

and why a clear brand definition is not enough

> The importance of audience insight and deep practical knowledge of touchpoints

> How to create a brand experience framework and design the specific experiences that deliver value in today’s challenging world

> How to manage this process across different parts of your organisation and with the range of specialist agencies that might be engaged in supporting your brand

Who should attend?Marketing, communication and brand decision makers looking to design experiences that build brand value.


Day three

10.00 – 12.00 Registration 09.30

Packaging’s role in creating sustainable brands.As brands increasingly embrace sustainability we look at how packaging is being reframed as a core contributor to a sustainable system rather than as an isolated waste-generating problem.

Successfully integrating sustainability into branding is a challenge. The next few years will be a watershed for brands as more and more realise that it’s now a legitimate driver of better commercial performance. But the path to the promised land is still not clear, and many brands still struggle to link the commercial benefits back to sustainable business practices.

Through this seminar we explore a holistic approach to converting sustainable thinking into brand value. To truly understand the role packaging can play in creating sustainable brands we need to think beyond pure pack, considering product, consumer insight and the entire production chain and brand model the pack will live in.

What we’ll reveal:> Big themes that illustrate why sustainable

packaging considerations have to become an essential part of brand planning

> Great global brands that use radical innovation to improve sustainable brand performance

> A raft of models that see packaging considerations as part of a bigger system

> A toolbox of considerations for creating more sustainable packaging solution

> Headline themes showing how companies are responding

Who should attend?Design, brand and marketing professionals who know that sustainability is increasingly important and are looking for canny ways to understand how it can impact the packaging and pack system strategically not tactically.


Day three


The family of the future.

How will we live in 2030? We take a look at the changing nature of the family and provide a fresh perspective on what the future holds in store. How we will live. Who we will live with. How this will influence our work, our leisure time and everything in between. We’ll conclude by discussing what steps brand owners can take today to ensure they’ll continue to be relevant to the consumer of tomorrow.

How we will work, play, live and pay in 2030 – and what it means for your business today.

What we’ll reveal:> How the family dynamic will change

and the impact that will have on how we interact with brands

> Our shifting priorities and how brands can change themselves to make our lives easier

> The importance of long term thinking – and how to anchor it in decisions you take today

> Making it work today – examples of brands who are looking at their category, brand and business models with the family of the future in mind

Who should attend?Marketers, innovators and brand owners keen to explore how future visioning can have a direct and measurable impact on short and medium term goals for their brands.


Day four

10.00 – 12.00 Registration 09.30

Looking at the latest evolution of food and drink trends, we’ll take you on a journey into the future of consumers’ eating habits and choices. Illustrated with examples from grocery to food service to ‘culinary experiences’, these highly actionable and exciting trends will titillate your taste buds and give you plenty of food for thought to help you shape the future of your brand.

An appetising journey through the global future of eating, drinking and dining out.

What we’ll reveal:> The trends that will shape food innovation

over the next few years> How eating habits will change > How to set up your innovation pipeline to

capitalise on trends as they appear

Who should attend?Innovation and Marketing professionals from brands that have a close relationship with food: producers, retailers, restaurateurs and more.

The future of food.


Day four


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Dragon Rouge Autumn Seminar 2013 Invitation