Join me in beautiful Santa Barbara for FLIP!2017. This is my most popular brand workshop. You’ll learn the new principles of brand strategy while applying them to your own brand. And you’ll leave with a prototype for transformation—a plan to make your business more competitive, more profitable, and better aligned with its true potential.

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What to expect

Over the course of three days, you’ll build a Brand Commitment Matrix with the six elements that guide the most successful brands. Then you’ll prototype the key touchpoints that will drive your brand into the marketplace. During the process you’ll benefit from hearing the viewpoints of others in the group, and from seeing how they approach their own challenges.

Is FLIP!2017 for you?

This workshop is intended for designers, brand strategists, marketing managers, entrepreneurs, and CEOs who are ready to transform a brand, or build one from scratch. You’ll work on one specific entity—whether it’s a product, service, company, or new business concept.


Day 1
Customer Identity
Company purpose
Customer aims
Strategic “onlyness”
Tribal mores
Company values
Completed matrix

Day 2
Touchpoint design

Day 3


Casa Las Palmas
323 E. Cabrillo Blvd, Santa Barbara, California

Casa Las Palmas is located on Santa Barbara’s elegant East Beach, within easy shuttle distance of major hotels. Registration fee includes continental breakfast and afternoon snacks.


Early bird rate (through December 31):
AIGA Supporter Member and above: $650
Non-Member and AIGA Contributor Member: $950

Regular rate (after December 31):
AIGA Supporter Member and above: $950
Non-Member and AIGA Contributor Member: $1250

Registration closes February 14, 2017

Cancellation policy:
Full refund for cancellations on or before January 15, 2017
50% refund for cancellations on or before February 14, 2017
Regrettably, no refunds for cancellations after February 14, 2017

How to register

Go to AIGA Santa Barbara and fill out application