2nd Edition
BRANDING WITH EMOTION
Creating Deep Emotional Bonds With Your Customers
Lectured by Greg Hoffman. Former CMO at Nike & the person behind Nike's singular brand and campaigns during 28 years.
2nd Edition
Branding With Emotion
Creating Deep Emotional Bonds 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, CEOs, Marketing Directors, Brand Directors, Creative Agencies
Admittance of 5500€+VAT
vat 0% for international companies, vat 23% for portuguese companies
Location
Convent of Christ, Tomar, Portugal
UNESCO World Heritage
Date
27-29 May 2025
Admittance of
5500€+VAT
vat 0% for international companies, vat 23% for portuguese companies
Date
27, 28 & 29 May 2025
Location
Christ Convent
Tomar, Portugal
Audience
CMOs, CEOs, Marketing Directors, Brand Directors, Creative Agencies
Program Overview
A Retreat Inside an UNESCO World Heritage Monument. A Letter Written by Greg Hoffman.
I'm honored to welcome you to the "Branding with Emotion" retreat, a dynamic three-day journey where we'll explore how our brands can forge deeper, lasting connections in the hearts and minds of customers.
The program I'll share with you has been shaped by my 27-year journey at NIKE, where I worked across marketing, innovation, advertising, and design. I witnessed firsthand how the Swoosh transcended its role as a logo to become a symbol of human potential, how "Just Do It" evolved beyond a tagline into a global mindset, and how sneakers transformed into vessels of profound personal connection. Drawing from these experiences, I've designed this program to help you develop the leadership mindset and strategies needed to create powerful emotional bonds between your brand and customers.
Begins with an exploration of emotion's role in distinguishing extraordinary brands from ordinary ones. We'll then delve into "Sparking a Movement" - examining how brands can evolve beyond transactions to become meaningful forces in customers' lives. Through engaging case studies and interactive exercises, we'll push ourselves to create a more audacious vision of our brands' future and discover how to define and amplify each brands' unique personality.
Last day opens with "Dare to Be Remembered", focusing on brand storytelling and cultural relevance. Because no brand story worth telling should be forgotten, we'll examine the principles that make stories resonate and endure. In "Never Play it Safe, Play to Win", we'll explore how to foster a culture of calculated risk-raking that generates bold, innovative ideas. Through case studies and hands-on exercises, you'll gain practical tools to energize creativity within your organizations.
We'll conclude by looking toward the future with "Leave a Legacy, Not Just a Memory", examining how brands can contribute meaningfully to global progress while achieving their business objectives.
I look forward to collaborating with you over these next three days, in the UNESCO Heritage Christ Convent, as we unlock new ways to strengthen our brands and drive business growth through the power of emotion.
Sincerely,
27th May 2025
The retreat starts before it even begins. Greg will share a brand assessment document with you, where it builds the course foundation. At the end of the retreat this assessment will be re-evaluated.
On 27th May, you will join 30 other ceo's and marketing executives for an unparalleled meeting where Greg will reveal the inner workings of branding with emotion.
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.
As night falls, we´ll enjoy a local prepared dinner by a dedicated chef.
30th April 2025
28th May 2025
09:00 - 10:00 / The Power of Emotional Value
In this session we will explore how emotion separates the most successful brands from the
average ones. Why certain products are able to transcend simply what they do to play a more
meaningful role in the lives of their audiences.
10:00 - 11:00 / Spark a Movement / Building Your Brand House
To build an enduring brand, one must stand on a solid foundation and have a north star as a
guide to ensure that every output of your brand creates positive equity. We will explore the
crucial building blocks for constructing a Brand House and marketplace positioning that serves
both the rational needs of our audiences as well as the emotional ones.
11:00 - 12:00 / Audacious Vision / Interactive Exercise
The best vision statements have one foot in the present and one foot in the future. At NIKE we
looked way beyond the horizon. This allowed us to be an Innovation front-runner. We will push
ourselves to look out further (10 years) and bolder to paint a picture of what’s possible for our
respective brands and our customers.
12:00 - 13:00 / Make it Personal / Delivering on Your Promise
It’s one thing to share an audacious vision and invite people to be a part it, but it’s another thing to deliver on that promise. We will explore ways to move from a transaction mindset to a
relationship mindset, as a brand. Keeping your customers coming back over and over again and
them becoming your chief brand evangelists.
13:00 - 14:00 | A lunch crafted with the finest local ingredients, lovingly prepared by our dedicated Chef
14:30 - 15:15 / Dare to Be Remembered: Defining Your Brand Personality
In this increasingly automated world we live in, the brands that will resonate the most in the lives of customers are the brands that feel human. We’ll explore the actions necessary to build a powerful brand persona that is engaging, relatable, and aspirational.
15:15 - 16:30 / Reveal Your Soul / Team Interactive Exercise
In this session we will define and evaluate the strength of the characteristics of your brand by
applying them to a product experience within a different industry. This dynamic exercise asks the question, do you have a brand that people can feel? Or is there room to level up. Let’s answer the question.
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
29th May 2025
9:00 - 10:00 / Telling Your Brand Story
NIKE has been the leader in brand and product storytelling for decades. Greg shares his lessons from 27 years at the company on how you can level up your ability to tell stories in ways that will never be forgotten.
10:00 - 11:00 / Brand Storytelling / Interactive Exercise
In this session we will put the storytelling principles to work, by applying them to our own brand offerings.
11:00 – 12:00 / Don’t Chase Cool / Creating Cultural Impact
As a brand, Authenticity is Your Cultural Currency, and in this session we will explore the
methods necessary to authentically create cultural impact. Launching products and telling stories that lead the cultural conversation.
12:00 - 13:00 / Creative Collaboration Exercise
Creating innovation requires us to use our collective vision to see opportunities that like under the surface. We will do exercise that gets our creative collaboration muscles working.
12:00 - 13:00 | A lunch crafted with the finest local ingredients, lovingly prepared by our dedicated Chef
14:30 – 15:30 / Never Play it Safe, Play to Win / Creating a culture of innovation
How do you create a culture of risk-taking in your brand organization that leads to bold
innovative ideas? After growing up at NIKE and witnessing what it means to be an Innovation
Front Runner in an industry, Greg will share the traits and actions necessary to Lead From the
Front, as a team.
15:30 – 16:00: Leave a Legacy, Not Just a Memory / Creating Social Impact
An interactive session on the role your brand can play in pushing the world forward.
16:00 - 17:00 / Closing Session / From Insight to Action
Share a message to your future self, outlining:
One key leadership characteristic you will lean into more.
One bold marketing move you will take in the next 6 months.
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.
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 27th May at the picturesque Santa Iria - Café Bistrot, Tomar, Portugal
2-day Masterclass
Greg will reveal secrets and answer your questions in an immersive learning experience. 28th & 29th May at Convent of Christ, Tomar, Portugal
Branding With Emotion Workbook
Receive an exclusive workbook filled with Greg's frameworks and systems, designed to guide your journey.
Hotel & Food Included - 27th & 28th May accommodation included.
Enjoy all-inclusive meals throughout the retreat.
Medieval Feast Experience
Savor ancient recipes cooked to perfection, with music setting the perfect backdrop for engaging conversations.
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.
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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