This masterclass will help you understand what makes the brands we know and admire great, and how you can apply craft thinking to your business or workplace.
Matt Jones, director and branding brains behind Australian craft gin phenomenon Four Pillars Gin will share the entrepreneurial secrets of turning craft ideas into commercial businesses, and transforming commercial ideas with craft thinking.
Whether you’re a business owner, a brand builder or marketer, this session will make you think
creatively and strategically about the future you aspire to and what it takes to get there.
You will learn WHY:
- You should always focus on defining your purpose, even if you think your product is so simple it needs no explanation. You should place your product DNA at the heart of your brand DNA
- You should place more value on design and aesthetics than you currently do
- It’s never too early to focus on building community and make them your strongest advocates
- Gatekeepers matter, and there are some rules of your category you can’t break, no matter how strong your community
- Content is key, but context is king. And you need to think more about context
- Ultimately, whatever you’re doing, you’re in the experience business
– Learn purpose-led brand strategy tools and approaches
– Best practice examples of brand strategies in action
– Actionable lessons and frameworks for applying the lessons of craft to any brand or business
This class is for:
– Entrepreneurs looking for help focusing on the brand story and strategy side of their idea
– Intrapreneurs looking for tools and thought processes to help them drive innovative brand thinking in their organisations
– Growth-stage business owners and leaders looking to understand and leverage the power of brand thinking to take their business to the next level
– Brand and marketing managers looking to hone their craft and better articulate the value their thinking can add to the wider business
Matt Jones Co-Founder & Director
Four Pillars Gin
Matt Jones is the co-founder, director and branding brains behind Four Pillars Gin. He also established Better Happy, a small creative agency that helps business leaders and owners think creatively and strategically about the future they aspire to and what it takes to get there.
He uses purposeful thinking, creative storytelling and experience design to help people build better businesses and happier brand communities. Choosing not to specialise in any one industry, Matt works with a wide variety of businesses from corporates to luxury brands to start-ups and social organisations. He is fascinated by sport, culture, food, wine, art, film, travel, politics, architecture, technology, design, ideas, human behaviours and of course – gin.