The Un-Conference: 360° of Brand Strategy for a Changing World -- Featuring John Sculley

Organization: The Blake Project & Branding Strategy Insider

Venue: Andaz San Diego - a Hyatt Hotel

Location: San Diego, California, United States

Event Date/Time: May 16, 2013 / 8:00 am - (PST) End Date/Time: May 17, 2013 / 5:00 pm - (PST)
Registration Date: May 15, 2013 Time: 17:00:00 - (PST)
Early Registration Date: Mar 01, 2013 Time: 17:00:00 - (PST)
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Dedicated solely to the art and science of brand strategy and management, this two-day workshop will be unlike anything else you’ve ever experienced!

For two full days, May 16 and 17, 2013 at The Andaz hotel in San Diego, a small, exclusive group of marketers will gather together with legendary marketer John Sculley and the senior partners of The Blake Project to create a one-of-a-kind learning and networking experience dedicated to all aspects of building successful brands for the 21st century.

Intensive and illuminating, this workshop will equip participants with the insight, tools and techniques required to release the full potential of their brands in a new era where consumers / customers now drive and own the conversation about brands.


The Blake Project and Branding Strategy Insider have designed a brand education experience unlike any you have ever attended. It’s not the typical conference format of talking heads and distance between you and the experts. These two days are interactive working days where you will take a deep-dive immersion on the most important aspects of creating innovative brand-building strategies – all presented in a unique and competitive team environment.

You will work side-by side with your pre-selected teammates and the experts. You will get to know them, learn from them, and with them. Through a blend of unique simulations, engaging and fun game elements and exercises, you will make critical decisions that result in consequences for your team, while gaining valuable insights you can take-away to aid and inspire you in building the future value of your brands.

And as in the marketplace – some will win, some will lose, all will learn.


For two days, participants in the Un-Conference will explore useful ideas and best practices on critical topics of brand strategy and management that impact marketing success in today’s ever changing marketplace:

The Five Drivers of Customer Brand Insistence

Learn how these critical factors move customers from brand awareness to brand preference and loyalty. We’ll explore and share examples of brands whose marketing successes are dependent on each of these key drivers.

Using Market Research to Craft the Most Powerful Brand Position

You will learn the most important criteria for developing a compelling brand position. You will also learn the importance of selecting the appropriate target customer segment, crafting value proposition statements and supporting your claims with proof points and reasons to believe.

Understanding Customers’ Motivations

Through projective research techniques, we’ll explore many different approaches for uncovering why brands matter to people, and give you hands-on experience working with several of them.

Understanding the Customer Benefit Hierarchy

You will learn the importance of laddering up from raw brand attributes, functional benefits to emotional, experiential and self-expressive benefits that form the basis of relevant brand differentiation and a compelling value proposition.

The Six Most Powerful Sources of Brand Differentiation

In an era of commodization in most product categories, explore the six most powerful sources of brand differentiation that determine competitive advantage and marketplace success.

Creating a “Category of One” Brand

This is the ultimate goal of any brand – to become a “category-of-one” with no competition, no peers, no substitutes. It is rare that a brand achieves this lofty goal. We’ll share insights and ideas on how this can be achieved, then you will be challenged to do this in a team competition.

Branding Commodities

How many times have you heard someone say, “All of the brands in our category are undifferentiated. We are in a commodity category. Our brand can’t be differentiated.”? This is a fun and energizing team competition that will demonstrate anything can be strongly branded/differentiated.

The Art of Brand Storytelling

The power of brands lies in their unique story. How that story is developed and expressed verbally and visually is critical to the invention or transformation of an enduring brand.

You’ll learn the necessary components that comprise a compelling brand story, the importance of brand archetypes as a foundation for brand messaging and communications, and how brand messaging platforms are created to guide creative executions in marketing communications.

Customer Touch Point Design

Brands must consistently deliver on their promise at every point of customer contact. In this segment, we’ll explore the methods to develop high ROI proof points for your brand’s promise at each current customer touch point as well as at new touch points.

The Art and Science of Brand Extensions

Leveraging brand equity to extend a brand into new product/service categories is a critical growth strategy for many brands today. In this segment, we’ll explore ideas for success including: brand asset mapping, how to develop these tools using market research, and innovative inbound and outbound brand licensing strategies.


Be the Game Changer for Your Brand

These two days are reserved for those marketers who want to change the world by creating more value than ever before for those customers that are most important to their brand’s future. Working in small, intimate groups is the best way to to help you get there. That’s why we have limited The Un-Conference Workshop to 100 people, 10 teams of ten, 10 tables, one room and one focus.

Who should attend:

  • Marketing oriented leaders
  • Marketing professionals (brand managers, product managers, directors, vice presidents, etc.)
  • Advertising agency professionals (account executives and planners)
  • All marketers faced with brand strategy issues
  • All professionals charged with brand building and management



The Blake Project & Branding Strategy Insider
1322 Armory Drive
Palm Bay
United States

Conference Speakers

John Sculley - former CEO of Pepsi Cola and Apple

John Selvaggio - former CEO of Song Airlines (A Delta Brand)

Derrick Daye - Brand Strategist, The Blake Project

Brad VanAuken, Brand Strategist, The Blake Project

Thomson Dawson, Brand Strategist, The Blake Project

Pete Canalichio, Brand Strategist, The Blake Project

Additional Information

What makes The Un-Conference worthy of its name?  •There are no attendees – only participants. Each will work in teams of ten, competing with and against other participants through fun and energizing learning-exercises. •Exclusivity. Only 100 participants, 10 teams of 10, 10 tables, one room. Our focus is on deep learning and value for the participants – not how many people can be squeezed into a room. •The walls are down. The experts and participants are working together, removing the distance typical of conferences. •Real world impact. As in the unforgiving marketplace – some will win, some will lose. All will learn. •Not your usual talking heads. John Sculley of Apple and Pepsi success will join the seasoned marketing experts of The Blake Project.