Brand Like A MOFO

Andre Eikmeier | Cofounder, Vinomofo

Course overview

When Andre and his business partner decided to create a new wine-retailer from their Melbourne garage, they questioned how they could compete with Woolworths and Coles. They focused on building a brand that gave community to a tribe underserved by established players and ‘Vinomofo’ became a $100M business uniting wine lovers all over the world. 

In today’s hyper-competitive world very few companies can afford to buy growth. Facebook, LinkedIn and Google are becoming more and more expensive.  The only way to break-through is to get people talking about you.  You need a brand that stands for something, unites a tribe and creates a movement - not just a bunch of transacting customers.

In this one-day brand intensive, you’ll learn how Andre and his team developed the Vinomofo brand and community.  You’ll workshop your brand in a small group and create the foundation of a brand strategy that’ll unite your tribe of customers, create a sense of belonging, get people sharing and referring your products and build a defensible business for the long-term.

Course outcomes

  • Hone in on and articulate your brand’s purpose. You’ll workshop this with Andre and develop a strong foundation for your brand.

  • Define your tribe: who do your stand for and why you are relevant to them?Who don’t you stand for?

  • Understand what drives people to follow a brand. Design a strategy to unite your tribe and create a sense of belonging that generates sustainable growth.

  • Define how people should feel when they interact with your brand and how to bring this to life across your product, customer experience, design, voice, content and marketing material.

  • Develop a framework to use to implement your updated brand across your organisation, have brand filter everything your company does and continue to rally customers and team members over time.

This course is suitable for

  • Entrepreneurs, business leaders and marketing executives looking to transform or update their brand.

  • Marketers and agency executives looking to understand how the most competitive and fast growing companies use brand and tribe activation to create community and blitz the competition.

About the expert

Andre Eikmeier is cofounder of Vinomofo - the $100M wine retailer with a global community that’s transforming the wine industry. Andre and his cofounder launched Vinomofo from their garage in 2011. They understood from the start that they were in the business of building a movement, and they weren’t afraid to take risks. They stood for wine lovers with no bow ties and no bullshit. And they united a tribe who felt proud to be Mofo. Andre credits understanding brand andtheir community as the single differentiator whichled to such rapid global growth and their defensible position in a competitive market.

Andre recently stepped down as CEO of Vinomofo to help companies build culture-led brands and unite their own tribes by doing things right. André is a thought leader and passionate speaker about failure, culture, branding, standing for something, building tribes, and being human.

He also speaks at marketing and social media conferences around the country and has trained thousands of marketers over a 6 year period.

Workshop curriculum

Module 1: Purpose & Values

  • Why do you exist?

  • What drives you?

  • Define a set of beliefs that will attract a tribe and become the backbone of your organisation.

Module 2: Identify and unite your tribe 

  • Who are you for?

  • What unites them?

  • What will they feel about you?

  • How to position your brand as the natural leader for your tribe.

Module 3: Bring your brand to life

  • Clarify and articulate what you stand for.

  • Brand values through the lenses of organisation, product, experience, design and voice

  • Develop the central idea to bring your brand to life: through visual identity, UX, content strategy, marketing and more

Module 4: Implementation

  • Learn to articulate the why, how what: your purpose, product differentiator and product proposition

  • Articulate your vision

  • Develop vision to strategy

  • Turn strategy to plan

  • Plan next next actions

Workshop logistics

This workshop is one day and is limited to twelve participants, enabling Andre to focus on your objectives, answer questions and give personal feedback. Andre delivers the course in person, weaving in real-life examples from his experience founding Vinomofo and Cult Tribal. Participants will have the opportunity to ask questions particular to their business objective by email in the week leading up to the workshop and Andre will personalize the content and exercises to address everyone’s goals. At the end of the course you will walk away with tangible skills that you will be able to implement immediately. This workshop is held in an awesome boardroom, in the CBD and runs from 9am– 5pm with short breaks. Lunch and morning tea is provided.

Workshop dates
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4 Reviews
Roumen Staykov, Founder/CEO, Sportitude
Andre was an awesome presenter and the content was extremely valuable. Best part of the program was understanding Andre's framework for the different pillars that define a brand and working through them for my own business. Having relevant and practical take-aways from these types of programs is a must, and Andre delivered.

Katherine Elyece, Marketing and Brand Manager, Vanity Group
Unique, passionate, humble and engaging.

Ben Knight, Brand and Communications Manager, Orange Sky
It was a mind-bending day today with some super vibrant direction. Has definitely set the scene for some high impact for our tribe

Do you have a question about this workshop or would like to enquire about group packages?

Do you have a question about this workshop or would like to enquire about group packages?

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