Beyond the Brand – Reimagine. Reinvent. Redefine.
Reading between the lines
- 23 days out. Long enough to forget. Copy the link now.
- Needs up to 5 people. Everyone competent is already in three groups — ask today.
- No PPO. Enter for the prize or the practice — just be honest about which.
The ask
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.
Skills involved
And the ones you'll add to LinkedIn on Sunday night.
- Brand Strategy
- Creative Thinking
- Go-to-market Strategy
- Entrepreneurship