Masterclass «Branding Shifting Minds»

   A brand is not a logo or a tagline. It is the sum of every impression a company leaves behind, built over years of consistent choices about how it looks, speaks and behaves. This morning masterclass in a Saigon coffee shop starts from exactly that premise.

   The session is led by Tom Bosschaert, founder and CEO of Except and ViCo. Three hours walk through the history of branding, from early trademarks to the design systems companies run today, using specific identity cases that worked and cases that did not, and what separated one from the other.

   Key topics
How branding developed as a practice, from early trademarks to today's design systems
Identities that succeeded, and what made them distinctive rather than forgettable
Identities that failed, and what that reveals about the assumptions behind them
Why certain brands from decades ago are still recognisable today
How past shifts, from mass advertising to digital identity, connect to the choices companies make now

   It suits marketers, designers, small business owners and anyone building an identity for their own product. You leave with a clearer picture of how branding actually works, illustrated through real examples.

   Three fee tiers
Students: 100,000 VND
ViCo members: 200,000 VND
Non-members: 350,000 VND

   Three hours of a Saturday morning for a different way of looking at the thing you call a brand is a fair trade.