• C.E.K. & Partners

What Acts as a Catalyst to Ignite Decision Making and Changes with Brands or Employee Engagement?


A workshop is really a casual reference to an engaging and interactive strategy session. It

should not be viewed as hokey series of icebreakers and games. The best workshops for B2B brands are designed to be inspiring, productive and help move a team forward with consensus building around a company’s WHY or ideation with generating new product concepts. Yes, it will include games, interactive exercises and pre-work for attendees.

Depending on the objective, workshops can be as short as 2.5 hours to brainstorm on how to design your company’s Spring customer summit, a full day of finding your brand’s why or 3.5 days for a product innovation sessions.

Often times we find B2B leadership teams discuss the same challenges without progressing

with their decision making. In other words, they hit a wall with how to break out of their same

internal dialogues.

Reasons a Branding Partner Should Custom Design Your Next Workshop

  1. A company’s leadership team is too close to the challenge and needs a new framework and perspective for discussing it.

  2. Workshops aren’t a brainstorm where everyone just shows up; they take preparation to craft the right exercises that build upon one another to achieve the session’s objective.

  3. A workshop should be custom designed to address your brand’s distinct challenges - by an objective and experienced third party partner – a branding firm.

  4. A professional moderator holds expertise adapting sessions on the fly to cater to different work styles and personalities ensuring the workshop objective is met.

Tips for Planning Your Next Brand Workshop

Leading B2B companies depend on us to design their brand workshops since it takes significantly more time than running one. Here’s just a few of the considerations for a B2B brand workshop.

  • Establish a Clear Objective: Workshops can be designed to meet many different objectives. For example, a workshop could focus on articulating a company’s purpose - its WHY. (Note: For more on this see our recent post, Purpose: Does Your Brand Need a Soul?). A Brand Vision workshop might focus on the need and steps to reposition a company after a merger/acquisition. Or, a multi-day workshop might focus on product innovation