Frank Gouwy

Rock's Dynamic Branding Process: from Model to Spark Session Frank Gouwy

Workshop sessions are often used by creative agencies to inspire, satisfy and gain new customers. Rock Agency (creative agency) is already using workshops since 2008. However, the Rock Spark Session did not have a solid theoretical base. No research had been done to make the sessions represent Rock as an organization. Rock therefore wanted to develop the sessions as a representative and solid part of its business strategy. Session format seems to be very important to convert prospects to customers. A consistent workshop format inspires and satisfies the prospect, and increases the likelihood it will become a Rock customer. In order to develop representative sessions fueled with a strong theoretical foundation, Rock needed to develop a theoretical model based in research. This model needed to represent/reflect Rock and be supported by management and employees. The model should be applied to the Rock Spark Session content to build a solid content base for the sessions. This study will examine the factors that make up Rock?s theoretical model and its translation to a Rock Spark Session.