Many people overlook a crucial element behind some of the most magnetic brands like Rolex, Red Bull, Aston Martin, Spanx, Virgin, and Canva. They aren’t popular because of clever marketing, but because their marketing is deeply inspired by a deep conviction that guides every decision they make. Each of us holds this inside—an innate truth akin to a personal melody. Successful brands aren’t the ones that simply sell the most but the ones that spread their unique “music” relentlessly as an unchangeable and magnetizing mission. Their music strikes a chord in their customers and becomes too irresistible to pass up, and so they buy from them and even become loyal advocates. This workshop will explore through first-hand experience and lived personal examples how such businesses find, nurture, and convey their music, how they use it to inspire their communication, how it impacts their entire ecosystem and what happens when they fail.Join branding expert Olivier Egli for a transformative workshop on building a magnetic brand.