On the first day we have a speed networking event, where each creative gets to meet and rate everyone else. We provide a mobile app, similar to popular dating apps. Once we get everyone’s feedback, along with our analysis and input we form the creative teams.
We evaluate the work on several factors that include things like, how well does the brand communicate promise and value, how unique and impactful is the visual and copy, how relevant is the brand to the target audience and how campaignable and consistent is brand.
Marketing and advertising are just tactics, they’re not truly brand-builders. Sometimes companies are struggling with top-level creative issues, design, strategy, copy, brand vision, and sometimes it’s really narrow, like creative direction on social media.
On a daily basis, creative work is critiqued and evaluated by a panel of all-star mentors with relevant industry experience. Mentors will help steer the companies and creatives in the direction they think is best for the brand and business.
The number one thing we look for is passion. Then second is need. Our aim is to make Brandhackers a unique experience, for both creatives and startups, and we always try to pick companies we think the creative community would love to work on.
No. Startup founders pitch the creative on Friday and when the creative teams are formed later the same day, they meet and brief the team. If the creative team needs any information during the weekend they will contact the startup. Startups come again on Sunday evening, when the creative teams present the work they’ve been creating during the weekend.
On the first day, entrepreneurs present their companies, to inspire creatives teams to work on their brands. Startups share who they are, what they’re struggling with in terms of branding, and what they’re looking to gain from the weekend. After the creative teams are formed we ask each to give us their top two choices of startups. We always try to give creative teams their top pick.