4th Edition
Branding With Emotion
Cultivating an innovative brand culture to create powerful emotional connections with your customers.
Lectured by Greg Hoffman
Former CMO at Nike & the person behind Nike's singular brand and campaigns during 28 years.
4th Edition
Branding With Emotion
Cultivating an innovative brand culture to create powerful emotional connections with your customers.
Lectured by Greg Hoffman. Former CMO at Nike & the person behind Nike's singular brand and campaigns during 28 years.
Audience
CMOs, Marketing Directors, Brand Directors
Admittance of 5500€+VAT
vat 0% for international companies, vat 23% for portuguese companies
Location
Santa Iria Hotel, Mouchão Garden, Tomar, Portugal
Date
3-5 June 2025
Admittance of
5500€+VAT
vat 0% for international companies, vat 23% for portuguese companies
Date
3-5 June 2025
Location
Santa Iria Hotel, Mouchão Garden
Tomar, Portugal
Audience
CMOs, Marketing Directors, Brand Directors
Program Overview
Program Overview
A Letter Written by Greg Hoffman
Nike’s extraordinary brand success was built on one core principle: forging emotional connections that inspire loyalty and trust. Over the years, I had the privilege of being part of the team that shaped and carried forward this vision. In this workshop, I’ll share the lessons I’ve learned and the principles I’ve developed to help you create the same emotional resonance for your brand.
Drawing on my decades of leadership at Nike, this program is designed to strengthen your marketing and brand-building abilities while cultivating an innovative culture that connects deeply with your audience.
Day one we’ll begin with an welcome session, giving you the chance to connect with fellow participants and with me personally. That evening, I’ve planned a curated set of questions to spark ideas and estimulate creativity during the workshop.
On the second day, we’ll dive into Nike’s blueprint for branding with emotion. I’ll guide you through eight key leadership characteristics that are essential for building an impactful business culture.
Through case studies from my time at Nike, I’ll walk you through guiding principles that shaped some of the brand’s most iconic campaigns and strategies. You’ll explore how to create concept-driven brands, build strong consumer connections, and scale an emotion-first approach to marketing and leadership.
Through dynamic lectures and collaborative exercises, you’ll uncover the essence of building a concept-driven brand, connecting deeply with consumers, and scaling an innovative, emotion-led approach to marketing.
The final day is all about putting theory into practice. You’ll work hands-on with your own brand challenges, presenting ideas and receiving constructive feedback from me and the other participants. This collaborative environment is designed to spark new insights and inspire bold strategies.
We’ll close with “Leading With Emotion,” where I’ll share my personal guiding principles for leadership and brand-building. My goal is to empower you to grow as a leader, inspire your team, and elevate your brand to new heights.
3rd June 2025
An Historic Evening at the Convento de Cristo
Imagine walking through the grand halls of the Convento de Cristo, a site where history whispers from every stone, and being greeted by none other than Greg Hoffman. On 3rd June, you will join 30 other executives for an unparalleled meeting where Greg will reveal the inner workings of branding with emotion—right in the heart of this UNESCO World Heritage site.
16:30 - 21:00
Greg Hoffman will kick things off with a comprehensive preview of the next two days, laying the groundwork for engaging discussions.
Everyone will be guided through thoughtful questions to build connections.
As night falls, we´ll enjoy a lavish dinner - a perfect end to a day of first meet and great.
Transfers will be available between the hotel and the Convento de Cristo.
30th April 2025
4th June 2025
Building an Emotion-Led Brand Foundation
09:00 - 13:00 | Understanding the Power of Emotional Value in Branding
Explore the profound role emotions play in shaping brand perception and customer loyalty. I’ll share how brands like Nike use emotional storytelling to become indispensable parts of their customers’ lives. Learn why the most successful brands go beyond functional benefits to inspire trust, love, and advocacy.
Case Study: Building Emotional Bonds – A deep dive into how a leading brand leveraged emotional resonance to dominate its industry.
Audience Participation – Reflect on your favorite daily ritual brands, why they resonate with you, and brainstorm how your brand can emulate their success.
09:45 - 10:45 | Defining Purpose & Promise
Discover the essential elements of a strong brand foundation. We’ll cover how a clear purpose and promise create alignment between your brand’s internal culture and external audience, ensuring consistency and trust.
Case Studies: Lessons From Iconic Brand Houses – Analyze real-life examples of how brands have articulated their purpose and promise to build powerful, enduring identities.
Audience Participation – Share your bold, audacious brand vision statement and receive constructive feedback.
11:00 - 12:00 | Transcending Products to Build Movements
Learn how to elevate your brand beyond what you sell by inspiring customers to join a movement. I’ll share strategies to align your brand values with a broader cultural mission, creating a community of loyal advocates.
Case Study: Transforming Transactions Into Relationships – Discover how brands foster deep connections by inviting customers into a shared purpose.
Audience Participation – Assess your brand’s current approach to building relationships and identify areas for improvement.
12:00 - 13:00 | A lunch crafted with the finest local ingredients, lovingly prepared by our dedicated Chef
Starts with free-range ham, local organic cheese, and a seasonal, farm-fresh soup. For the main course, a tender wild duck leg glazed with organic honey and orange. To finish, indulge in a dessert tasting inspired by our grandmas' recipes, each handmade with tradition and care.
13:00 - 14:15 | Expressing Your Brand Personality
Uncover how personality makes brands unforgettable. We’ll discuss how to define and express a distinctive voice and tone that resonates authentically with your audience.
Case Studies: Memorable Brand Personalities – Learn from standout brands that consistently deliver a clear, compelling identity.
Audience Participation – Define your brand archetype and align it with your audience’s expectations and desires.
14:15 - 15:15 | Creating Your Brand Story
Dive into the art of storytelling and its unparalleled ability to connect emotionally with your audience. Learn how to craft narratives that are both authentic and transformative.
Case Studies: Mastering Storytelling – Examples of brands that use stories to inspire, educate, and build loyalty.
15:30 - 16:30 | Defining a Modern Media Approach
Understand how to leverage paid, earned, shared, and owned media to amplify your message. Learn how to balance creativity and strategy to reach and inspire your audience across multiple channels.
Case Study: Integrated Media Success – Analyzing how a brand executed a seamless, impactful campaign using modern media channels.
16:30 - 17:00 | Wrap Up and Closing Thoughts
Reflect on the day’s learnings and engage in open dialogue.
17:30 - 21:30 | Network Backyard Grill
Gather around a rustic feast table to enjoy locally sourced ingredients and a curated selection of premium meats and vegetables, showcasing regional craftsmanship at its finest.
1st May 2025
5th June 2025
Driving Innovation and Creating a Legacy
09:00 - 10:00 | A History of Nike Marketing Innovation
Take an insider’s look at Nike’s legacy of bold, risk-taking campaigns that redefined the industry. I’ll share how risk and creativity drove breakthrough moments, from “Just Do It” to partnerships with cultural icons. Understand how calculated risks can set your brand apart and capture the imagination of your audience.
Case Study: Embracing Risk for Success – Examine a pivotal Nike campaign that succeeded by taking bold creative and strategic risks.
10:00 - 11:00 | Fostering Curiosity and Risk-Taking in Your Business Culture
Explore how curiosity fuels innovation and risk-taking within a team. Learn actionable strategies for creating a culture that celebrates experimentation and reframes failures as opportunities for growth.
Case Study: Curiosity at the Core of Innovation – See how Nike’s internal culture encouraged out-of-the-box thinking to continuously disrupt the market.
11:00 - 12:00 | The Art of Launching Innovation
Discover how to successfully launch groundbreaking products and ideas. I’ll break down how Nike transformed ideas into iconic innovations, maintaining brand consistency while creating excitement and demand.
Case Study: Launching an Iconic Product – Analyze a product launch that redefined its category and strengthened the brand’s position.
12:00 - 13:00 | A lunch crafted with the finest local ingredients, lovingly prepared by our dedicated Chef
Starts with free-range ham, local organic cheese, and a seasonal, farm-fresh soup. For the main course, a tender wild duck leg glazed with organic honey and orange. To finish, indulge in a dessert tasting inspired by our grandmas' recipes, each handmade with tradition and care.
13:00 - 14:00 | Building Authentic Brand Partnerships
Learn how to create impactful collaborations that align with your brand values and resonate with your audience. I’ll share why authenticity is more powerful than chasing trends and how genuine partnerships can deepen cultural influence.
Case Study: Influential Partnerships in Action – See examples of successful and failed partnerships, highlighting the key factors that separate the two.
Audience Participation – Share and analyze examples of industry best and worst partnerships and draw actionable lessons for your brand.
14:00 - 15:00 | Delivering Social Impact at Scale
Understand how brands can connect their purpose to real-world impact. I’ll demonstrate how to align your mission with what the world needs, creating campaigns that drive meaningful change while building brand loyalty.
Case Studies: Impact Campaigns That Matter – Analyze standout examples of social impact campaigns that succeeded in creating a lasting legacy.
Audience Participation – Discuss industry examples of effective and ineffective impact campaigns and brainstorm ways your brand can achieve authentic social impact.
15:00 - 16:30 | Group Exercise and Pitchbacks
Participants will develop 30-, 60-, and 90-day action plans for implementing workshop takeaways in their businesses. These plans will include strategies for enhancing emotional branding, fostering innovation, and driving cultural impact.
Each participant will pitch their plans to Greg and the group, receiving actionable feedback and insights.
16:30 - 17:30 | Q&A and Closing Session
Package
Admittance of 5500€ + vat*
*vat 0% for international companies, vat 23% for portuguese companies
Meet & Greet
Kick off the retreat by connecting with Greg and fellow participants on 3rd June at the picturesque Convento de Cristo, Tomar.
2-day Masterclass
Greg will reveal secrets and answer your questions in an immersive learning experience. 4th & 5th June at Herdade Caçabrava, Tomar
Branding With Emotion Workbook
Receive an exclusive workbook filled with Greg's frameworks and systems, designed to guide your journey.
Hotel & Food Included - 3rd and 4th June accommodation included.
Enjoy all-inclusive meals throughout the retreat.
Backyard Grill Experience
Savor premium cuts of meat grilled to perfection, with music setting the perfect backdrop for engaging conversations. 4th June at Herdade Caçabrava.
Airport & Hotel Transfer
Our team will take care of your transportation during the 3 days.
Signed Certificate
Take home a personalized, hand-signed certificate from Greg, verifying your participation and achievement
Trusted by
executives all over Europe.
CMO, Fnac
I leave this retreat knowing that the best for my brand is to elevate the standards all over again. I have a fresh look on what we are doing and what we will do in the next years.
CMO, Visa
I'm gonna take home many insights related to the team, myself, and most of them related to the brand. Insights how to spark curiosity and drive innovation.
CMO, Stradivarius, Inditex Group
A retreat well organized and enriched.
CMO, h3 - Real Food Group
We should go back to basics more often and it's very useful to stop and think about the brand.
Global Brand Director Pull&Bear (Inditex Group)
More than a surprise, it was a great satisfaction, I recommend the experience 100% if you are really looking to enrich yourself as a professional. I wish I could attend more events like this during the year.
Marketing Director, Super Bock Group
Learning from Greg was very interesting, all the cases and his experience make us rethink on our brands.
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What is Arc Business Retreats?Arc Business Retreats, founder in 2018, organizes exclusive 3-day retreats for 30 executives, focusing on learning from top business minds in a serene environment in Tomar, Portugal. Our retreats are characterized by: Intimate Executive Learning: Limited to 30 executives for personalized experiences. High-Caliber Instructors: Leaders from brands like Google, Rolls-Royce, Harley Davidson, Nike, Amazon. Target Audience: C-level executives seeking strategic insights and meaningful connections. Exclusive Retreats: Our retreats are curated with instructor input to select the ideal participants, ensuring a tailored networking experience with peers who align with your professional profile. Historic Setting: Conducted in Tomar, Portugal, in a serene environment. Hands-On Workshops: Interactive sessions blending strategy with practice. Focused Topic Retreats: Each retreat dedicated to a single topic. Notable Past Instructors: Industry veterans like Colin Bryar, Aswath Damodaran, Greg Hoffman and Liz Muller. Networking Opportunities: Informal networking with peers. Dietary Accommodations: Traditional Portuguese cuisine with vegetarian options. Pre and Post Retreat Resources: Comprehensive materials for enhanced learning. Discover our LinkedIN Discover our Instagram
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Who Are The Founders of Arc Business Retreats?João Cascão and António Ferreira are the dynamic founders of Arc Business Retreats. João leads the brand and sales, ensuring the company’s vision resonates with its exclusive clientele, while António focuses on engaging with clients and selecting world-class instructors. Together, they embody versatility—true Swiss Army knives of their business. From strategizing retreats to rolling up their sleeves for hands-on tasks like moving sofas and transporting 120kg BBQ grills, João and António exemplify commitment, teamwork, and a relentless drive to deliver exceptional experiences.
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What Is The Format of The Retreats?Retreat Format: Our retreats are designed to provide a comprehensive and immersive experience over three days for 30 executives: Day 1: Welcome Dinner The retreat kicks off with a welcome dinner, providing an informal setting for participants to meet and engage with one another, as well as with the instructor. This evening sets the stage for building connections and preparing for the days ahead. Days 2 and 3: Training Sessions and Networking Events Each day is filled with insightful training sessions led by one industry veteran, focusing on strategic topics tailored to executive needs. These sessions are interactive, allowing for hands-on learning and practical application. In addition to the training, dedicated networking moments are woven throughout the schedule, offering opportunities for participants to connect with peers, share experiences, and build valuable professional relationships.
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What a Day Look LikeMorning Session Narrative Dawn breaks over the serene city of Tomar as you join fellow executives for a carefully curated breakfast. The morning air is crisp, and anticipation builds as you prepare for today's transformative sessions. Your instructor, a former C-level executive from a global powerhouse, begins with a thought-provoking case study that immediately engages the intimate group of 30 leaders. Afternoon Deep Dive Following a delightful local-sourced lunch, the course continues with an emphasis on practical application. In this interactive setting, you delve into real-world scenarios and collaborate with peers who share your challenges. The afternoon workshops are tailored to apply insights directly to your organization's context, with the instructor providing personalized feedback and guidance. Small group discussions further enhance the learning experience, allowing for deeper connections and the exchange of ideas in a supportive environment. Evening Connection As the day winds down, the focus shifts to building meaningful relationships. The Backyard Grill event offers the perfect opportunity to network informally with peers from across Europe. Over exquisite Portuguese cuisine, you engage in candid conversations, fostering connections that extend beyond the retreat. Note Each Arc Business Retreat may vary slightly to accommodate different themes and instructors, but the described narrative reflects the standard experience participants can expect. The Meet & Greet on Day 1 at the historic Convento de Cristo sets the tone for the retreat, while the core learning and networking take place in Tomar on Days 2 and 3.
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Who Attend Our Retreats?Our retreats are designed for 30 C-level executives from a diverse range of industries. Participation is by invitation only, ensuring that attendees are leaders who are eager to engage in strategic discussions and expand their professional network. This selective approach guarantees that all participants are peers in terms of experience and ambition, fostering a rich environment for meaningful interactions and learning. We had the privilege of hosting executives from some of the world's most esteemed companies, including IBM, Inditex, Visa, Nespresso, EDP, and McDonald's, among others. Our participants come from diverse sectors, holding influential roles such as CHROs, Marketing Directors, CEOs, and more. These leaders have consistently praised the transformative impact of our retreats. What They Say About Us: CHRO, Waeg - an IBM Company: "I just can recommend everyone in my network to take this opportunity. Colin was absolutely phenomenal, as well as all the organization and reception from Arc Business Retreats." Marketing Director, Visa: "I'm gonna take home insights related to the team, myself, and most of them related to the brand. Insights on how to spark curiosity and drive innovation." Business Unit Controller, Nespresso: "The instructor made us change completely our perspective." Managing Director, Rangel Logistic Solutions: "It was an excellent opportunity to meet a S-Level manager from Amazon here in Portugal. I learned new management techniques and was also inspired to adapt them in my organization." CEO, Brave Generation Academy: "This business retreat was wonderful. You get to really connect with people. For me, it was really a special time. And I learned a lot of little things that are going to make a massive impact." Global CEO, Manutan Group: "Engagement at this personal level with everyone is extremely valuable. Learning from someone like Colin was a very unique thing. It's clear to me how Amazon does it and I'm quite confident that I can cascade it into our organization."
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What Is and How Can I Become An Arc Insider?As an Arc Insider, you gain access to exclusive updates, insights, and opportunities to attend our invitation-only retreats. These retreats are curated to include a diverse and carefully selected audience, ensuring a rich and rewarding networking experience. To become an Arc Insider, simply fill out the form on our Insiders page. This will allow us to review your request and consider you for future invitations to our retreats. We are dedicated to fostering meaningful connections and providing insightful learning experiences. Becoming an Insider offers you the opportunity to engage with industry veterans and gain valuable insights that support your professional journey.
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How Does The Invitation + Waiting List Process Work?Arc Business Retreats operates on an exclusive invitation-only basis, strictly limited to 30 executives per retreat. This carefully managed process ensures optimal group dynamics and precise control over available spots. Direct Invitation Selected executives receive a personal invitation with a private access code Each invitation includes a specific expiration date Once an invitation expires, the spot is reallocated to other qualified candidate Waiting List (Arc Insiders) If you haven't received a direct invitation, submit your application to join our waiting list Receive priority access when spots become available Get notified first about upcoming retreat dates Your position on the waiting list is maintained based on fit and timing We maintain this rigorous selection model for three essential reasons: Ensure the highest quality of peer-to-peer learning Create balanced group dynamics for optimal networking Maintain precise control over participant numbers and profiles Would like to join? Submit your application through this form. Please note that submitting an application does not guarantee acceptance, as we carefully review each candidate to ensure the right mix of expertise and maintain the high caliber of our executive community.
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What's Included in Your Retreat PurchaseWhen you purchase a spot at one of our Arc Business Retreats, you gain access to a comprehensive and enriching experience designed to enhance your professional growth and networking opportunities. Here's what's included: Exclusive Access to Retreat Sessions Participate in interactive training sessions led by industry veterans, focusing on strategic insights and practical applications. Welcome Dinner Enjoy a welcome dinner on the first evening, providing an informal setting to meet fellow participants and the instructor. Networking Moments Engage in structured and informal networking moments, designed to foster meaningful connections with peers from various industries. Pre and Post Retreat Resources Receive a pre-retreat form, a book by the instructor, printed slide decks, workbooks, a notebook, a premium pen, digital photos, and a printed certificate. Accommodation Stay at a carefully selected venue that offers a serene and inspiring environment. Meals All meals included, featuring traditional Portuguese cuisine (with vegetarian options). Airport and Venue Transfers Enjoy seamless transfers from the airport to the retreat venue in Tomar, ensuring a comfortable and stress-free journey. Continued Support Benefit from continued support and follow-up after the retreat, including access to digital resources and the opportunity to stay connected with fellow participants. This package is thoughtfully designed to ensure you have a valuable and memorable experience, with all the necessary resources and support to maximize your learning and networking opportunities.
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How Do I Contact Customer Support?For any inquiries, please email us at antonio@businessretreats.net or call +351 914 793 351.
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What is The Refund Policy?Cancellation Policy: Full Refund: Event participation can be canceled up to 30 days before the event date, with a full refund provided. Cancellations Within 30 Days: No Refund: For cancellations made within 30 days of the event, no refund will be provided. Receive Credit: The amount paid can be converted into credit for a future training session offered by Arc Business Retreats. Transfer Your Spot: You can transfer your spot to another person, subject to prior approval by Arc Business Retreats. For any questions or further information, please contact the Arc Business Retreats team at antonio@businessretreats.net