This masterclass is part of the Museum of Brands’ professional development programme: a series of talks, workshops and masterclasses in 2018. With a focus on brand, marketing and advertising, these sessions enable attendees to delve deeply into various aspects of these broad subjects.

Overview 'Why Marketing Needs Deviants'

As G B Shaw said “The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”

If you do the same thing over and over you can improve. You should get better at doing that same thing – but you won’t necessarily do anything new or different. If you are successful at whatever it is, it won’t be long before other take up what you are doing – the me-toos, the me-threes and the me-fours…

Very quickly common practice can become common practice. Marketing and branding thrive on distinctiveness and differentiation, so we need more deviants. We need marketers to be more unreasonable. And that need is heightened by the accelerating changes in the world in which we live and operate. In a world of change we need more change makers.

In his talk Giles will put the case for the crazy ones, the misfits, the rebels

He will present a deviancy framework which is an adaptation (or deviation) from classic new game theory. He will give examples of how deviancy has led to great innovation, provide some tools, techniques and tips on how to be more deviant …and get his audience thinking about “the one idea that will get you fired…”

Schedule of Evening

6.30-7pm Afterhours access to the Museum
7-8pm Masterclass with Giles Lury
8-8.30pm Q&A and Discussion
8.30-9pm Drinks and networking in the Museum

Introducing Giles Lury - Director – The Value Engineers

Giles is Lego watching wearing, VW Beetle driving, Doom Bar drinking, Chelsea supporter who just happens to be one of the UK’s leading brand consultancy. He is a consummate storyteller and author of six books on marketing.

His specialist subjects include brand positioning, brand architecture and innovation. He has worked on many of the world’s leading brands including Heineken, Mars, Unilver, British Airways, Kelloggs and countless others.