26th Jan 2016

This year THECUBE will be launching a new set of classes. They follow the success of our  neuroscience academy which was launched last year. This time we will be focusing on branding, specifically how it relates to the 21 century. Technology is having interesting and significant impact on our attention system, which in turn is having an affect on how and what we pay attention to. Therefore we need to consider how this affects the perception and role of branding.

Therefore, these classes are not just about the usual “how to” process of branding, but a deeper understanding of what you need to adapt to new branding demands.

The first class will be on Curiosity in branding. The classes will be led by Alex Simonini (The North Face, Supreme, Fiat) Jonny Weston (Crisis, Action Aide, Shanghai Design Festival) Gavin Auty (John Lewis, Ted, Viva).


To greater or lesser extents we’re all curious. But what role does curiosity play in understanding the world around us and our place within it? As brands and people; how can we better understand, harness and practice being curious? What benefits can it bring? How does it connect us to our path and new opportunities? And How can it support a long-term plan for commercial prosperity?

It’s said that curiosity is the secret of great creative people. We’ll be providing the context and framework in which curiosity can be harnessed to help you find and define your brand for quicker, more sustainable success.


We’ll help you understand how your brand can thrive by finding and embracing your true talents. We’ll discuss how it can unlock doors and find new opportunities — crucial to maximising your brand impact; culturally & commercially.

CURIOSITY – 25 February 2016 / 5:00-6:30pm


The only constant is change. Without ideas, nothing changes. But where do ideas come from and how do we work collaboratively to find and nurture our ideas? In this session we’ll be uncovering the secret power of ideas, where they come from, how to spot them and nurture them. And importantly how to manage a culture of creativity and ideas whilst maintaining a business focus. Ideas are the very essence of creativity, when we use design to ensure our ideas are solving real business problems, ideas don’t simply become the tool of the creative or marketeer, they help us identify market opportunities, find new customers, cut costs, drive innovation or become more ethical. Ideas can be a brands most powerful asset; culturally and commercially.


Ideas come from all people, not just the few. We’ll be discussing how business operations can be user-centric, use autonomous, flexible hierarchies will enable the brand to thrive and prosper and create a positive culture.

IDEAS – 28 April 2016 / 5:00-6:30pm


Why does your brand exist? What does it stand for? Why does it make you get out bed in the morning? In an ever changing world; change is getting faster. As we become more digitally connected and socially empowered, generations of consumers are demanding more honest, transparent and human-like brands. Brands who don’t simply run to make money, who put purpose before profit. We’re in the middle of this shift in mindset and many brands either don’t recognise this or haven’t been able to pivot their operations to align with this new way of thinking and are getting left behind. More interestingly, whole industries are getting turned upside down newcomers who haven’t been around more than 5 minutes, but who stand for something or believe in something or who can simply connect with the changing consumer mindset. These brands are then using Purpose to drive curiosity and ideas to continually improve push that industry/market forward.

Key takeaway: purpose is the new mission. We’ll look at how a simple core idea can hold together entire brands, organisations or communities. and how a well defined and inclusive purpose gives brands the focus to harness the power of people; their curiosity and their ideas.