🗓 Date & Time: Thursday, September 19, 2024,
⏰ 12:00 AM to 13:15 PM
📍 Location:
Trust Village à unlimitrust campus
This workshop introduces entrepreneurs to a fundamental brand-building framework essential for any innovation idea. Participants will learn how to create brands that resonate with customers and drive business growth, a crucial step before launching any new venture.
The session is structured around three key pillars, which form the backbone of your lean canvas:
- The WHO:
- Developing a deep understanding of your target customers
- Identifying unmet needs and barriers
- Gathering and analyzing customer insights This forms the basis for your “Customer Segments” and “Problem” sections in the lean canvas.
- The WHAT:
- Crafting your product or service offering based on customer insights
- Defining your unique value proposition
- Building strategic brand equity
- Translating brand equity into a cohesive brand world
- Estimating your potential market size and success These elements inform your “Solution,” “Unique Value Proposition,” and “Unfair Advantage” in the lean canvas.
- The HOW:
- Communicating brand value effectively and efficiently
- Developing laser-focused and cost-effective communication strategies This relates to your “Channels” and “Customer Relationships” in the lean canvas.
This world-respected framework, pioneered by a leading consumer goods company, goes beyond traditional marketing to encompass holistic brand management. It emphasizes that a deep understanding of your customer is the critical first step in launching any business.
By mastering this approach, participants will be equipped to create compelling brands that not only stand out in the marketplace but also form the foundation of successful, customer-centric businesses. This workshop is essential for any entrepreneur looking to validate their innovation idea and build a strong foundation for their lean canvas.
About Claudio
Claudio Menz, a dual German and Swiss national, is a seasoned business leader with over 27 years of experience across engineering, production, sales, marketing, and business management. With a Master in Mechanical Engineering from RWTH Aachen, he has worked globally for companies like Procter & Gamble, Unilever, and Richemont, and successfully relaunched a Swiss luxury goods business.
Currently, Claudio helps clients drive business growth by combining business management, product innovation, digital experience design, and sustainability. He is a B-Leader, aligning growth strategies with B-Corp principles, and actively mentors startups through programs like Innosuisse and EPFL’s Tech4Trust. Claudio also supports learning networks as part of the IMD Alumni Club and the IMD Alumni Community for Entrepreneurship (IMD ACE), fostering business growth through innovation and collaboration.