1. Vitamin C Workshop Offerings
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1. Customer Voice + Competition
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Cultivate a deep understanding of the consumer experience with
an immersive exploration of customer quotes about your category,
and brand, paired with an investigation of how competitors
position and present themselves. Identify common themes,
opportunities for differentiation, and key insights to build around.
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Ideal duration: 4 hours
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2. Brand Archetype Exploration
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Archetypes are powerful building blocks for stories that transcend culture and geography.
Learn the fundamentals of archetype-based branding and storytelling, and practice identifying
the 12 archetypes across a range of categories, including key competitors. Explore possible
archetypes for your brand and discuss opportunities for positioning and expression.
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Ideal duration: 4 hours
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3. Vision, Mission, Position
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Many brands focus on what they do, but the most successful ones clearly articulate why and
how they do it first. Work together on a series of collaborative exercises to clarify the overall
brand story, broaden your brand’s emotional territory by linking functional benefits to
emotional benefits, and develop a working position for your brand.
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Ideal duration: 4 hours
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Details
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• Workshops consist of a combination of presentation, hands-on collaborative exercises, and
group discussion. Workshop topics may be combined, condensed, or customized to best
meet the specific needs of each client.
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• Each workshop includes advance study of brand and competitive set, tailored materials, and
a summary of key insights and recommendations.
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• Each workshop may be supplemented with deeper development of the insights and ideas on
a project basis.
clarity, creativity, content, community catherinefcarr@me.com 206.295.4051