I attended the WeWork Growth Colony inaugural event. WeWork is a co-working space located in the Melbourne CBD. The brand has a global presence as is well regarded by early start up founders.
Growth Colony is an event series that they have developed to bring entrepreneurs and small business owners to talk about marketing and everything that goes with it. The event was held at the WeWork office.
The presenter at the event was Peter Engelhardt – Director of Creative Brew & Founder of Plan2Brand. Peter spoke about brand and the role of a brand strategy. He took the audience through how they can be more effective with their branding, in particular from a start up perspective. The information was relevant and well communicated and identified clearly the difference between a marketing strategy and brand.
We often develop brand strategies as a part of our work for Business Growth Partners clients. Often people come to us thinking that the brand is the visual identity when there are other strategic elements that are associated with it.
This event had a lot of potential, however there were only 8 attendees besides myself. There was more than enough room for about 40 people in the venue. So this was disappointing from a networking perspective. Often with businesses such as WeWork an agile model is employed when developing concepts. They told me that they only had about a week to promote this event which reduced uptake of the event. There was also no catering of the event and no clear way to get into the building. When we develop events we usually begin promotions at least a month out. Hopefully in the new year there is potential for WeWork to grow this series as marketing is an area that is so important in start up.
Location: 125 Elizabeth Street, Melbourne 3000
Highlight: The venue – amazing views
Hot tip: Ask questions if you are a start up founder
Catering: 1/5 – there was water, tea and coffee
Networking opportunity: 1/5