Virtual Series Invites Ingredient Branding Execs to Exchange Ideas
After more than half a year of the pandemic, we’re anxious to get back to in-person events.
While restrictions remain in place, we might not be able to meet up at a physical trade fair anytime soon to have the interpersonal interactions that we miss. But ingredient brand strategy consulting firm Braind is aiming to give brand, marketing and sales executives the next best thing in a virtual format.
The Braind Cohort will be a series of 12 bi-weekly Zoom sessions including peer-to-peer exchanges with experienced executives. Each meeting will be programmed and moderated by Braind’s managing director Tomas Vucurevic, and every session will have at least one speaker from outside of the consultancy, allowing attendees to hear diverse perspectives. To keep interactivity up, Braind is making sure there are at least five and no more than 20 participants per session. Attendees will have additional chances to meet one-on-one with other Cohort members for networking opportunities.
Braind’s first session will kick off on Nov. 20 with a masterclass in ingredient branding. Among the branding topics covered during the talks will be the potential in sustainability and circularity. All of the calls will take place at 1 p.m. CET, with the series running through April 30, 2021.
“Basically, it’s all about getting back all the informal information about why people go to trade fairs and events,” said Tomas. “In other words, the ‘corridor radio,’ that what you discuss over coffee, sometimes meeting with competitors or other like-minded people who are facing similar problems and challenges.
“The webinars and online events I have attended so far are usually a ‘one-way communication,’ where you can ask a question or two at the end, but the Cohort is about real dialogue where the participants can determine the topics themselves,” he added. “We moderate and curate, suggest topics, lead the discussions and bring in interesting topics ourselves.”
Braind focuses on helping companies brand the components or materials that make up products, with a client list that includes fiber producers and denim mills. This first edition of the Cohort is aimed at professionals with three to five years of experience in this space. However, Braind is developing a similar series for those with less background in ingredient branding to learn the basics.
To find out more about the Braind Cohort, click here.