22 May

EIT Climate-KIC: Two-Day Masterclass on Meaningful Branding

Branding is more than paid advertisements on social media or a colourful logo, but how do you identify your key message and how to use them?

The purpose of this EIT Climate-KIC Masterclass is to identify the foundations for a unique and effective brand story. Part of that journey is to truly understand who your customers are and exactly what you are selling to them. The Masterclass is a mix of theory and practice, the visionary standpoint and the commercial point of view, allowing attendees to remain engaged while catering to varying degrees of experience in these areas.

As a result of this Masterclass, you will be able to clearly articulate your value proposition, design a branding plan and communicate your vision.

The Masterclass will be led by Alisa Murphy, the founder and CEO of Life Size Media, one of the only communications agencies in Europe that chooses to work exclusively in cleantech. Life Size Media believes that a good story can change the world, and they only tell those stories for companies that they genuinely want to see succeed. Their award-winning campaigns combine public relations with design, marketing, digital and film.

In 2016, Life Size Media was awarded first prize at the BusinessGreen Technology Awards for its European-focused campaign for EIT InnoEnergy supported ultracapacitor manufacturer Skeleton Technologies. The campaign helped turn a promising Estonian start-up into Europe’s leading ultracapacitor manufacturer combined research and marketing support ahead of an extensive PR driver which garnered press coverage in the Economist, Bloomberg, CNBC and Tech Radar. Recently Alisa has launched a  new video series “How to Build a Successful Brand: A 6 Step Process” to help cleantech entrepeneurs achieve their commercial goals:

Who should attend?

The Masterclass has been designed for those who already have a concrete business idea and are interested in developing the narrative around their environmentally conscious business models, products and services.

Participants should be able to pitch their existing business idea in front of an audience.


After the two-day session, participants will be able to:

  • Understand what a brand is and why it is fundamental to success
  • Understand their business and use that to define a brand strategy and key messages.
  • Articulate their value proposition in a way that reaches target customers
  • Design the branding to differentiate from competitors

The Masterclass will be a mix of input presentations, short break-out sessions, case studies and group work sessions, in which participants are invited to carefully consider the message they would like their customers to receive.


EIT Community: