Opportunity brief
Beyond the Brand is a business strategy competition where teams reimagine an established brand in a completely different industry while preserving its core identity, values, and customer appeal - testing creativity, branding, and entrepreneurial thinking.
Event Flow:
- Round 1 - Decode the Brand: Teams draw a well-known brand and analyse its identity, values, audience, positioning, and USP.
- Round 2 - Reimagine the Brand: Teams place the brand into a new industry, defining the offering, the problem it solves, and why it fits the brand.
- Round 3 - Build the Strategy: Teams craft a go-to-market strategy - positioning, marketing, revenue model, and scalability.
- Final Round - Pitch the Brand: Teams deliver an integrated pitch on credibility, consumer trust, and investment case, followed by Q&A.
Rules:
- Teams must retain the brand's core identity while entering a significantly different industry.
- Ideas must be practical and commercially feasible.
- Teams must stick to allotted prep/presentation times.
- The competition will be conducted on-campus, with a total duration of approximately 3 -3.5 hours.