A one-day learning experience for entrepreneurs, business owners and the peopleresponsible for building brands who no longer want to compete on features anyone can copy.
Mexico City · January 21, 2027 · Taught in Spanish
Founders' Circle: the first 10 registrations join the founders for dinner.
THE PROBLEM
You launch an improvement, and within months a competitor matches it. You lower yourprice, and they do too. Your message sounds more and more like everyone else's.
It isn't a lack of effort. Differentiation alone is no longer enough: a brand can be differentand still be easy to replace. The question that matters is a different one:
if your branddisappeared tomorrow, what would your customers really lose?
WHO IT'S FOR
Entrepreneurs and business owners
who want to take their brand to the next leveland know that being cheaper isn't a strategy.
Brand managers and directors
competing against brands that follow them, who need aclear way to defend what makes theirs unique.
You don't need to be a marketing expert. You need to want to understand why yourcustomers choose you, and how to make them not want to switch.
You'll learn the Meaning Value™ methodology through real cases and group work. Eachtable mixes entrepreneurs, brand managers and business owners, and works on aprepared case: a consumer brand, a service business, a small company or a digital brand.You'll see how someone else thinks about the same problem, and bring that perspectiveback to your own business.
HOW THE DAY WORKS
You'll learn the Meaning Value™ methodology through real cases and group work. Eachtable mixes entrepreneurs, brand managers and business owners, and works on aprepared case: a consumer brand, a service business, a small company or a digital brand.You'll see how someone else thinks about the same problem, and bring that perspectiveback to your own business.
WHAT YOU TAKE AWAY
• A clear framework for brand decisions beyond matching the competition
• A question guide to apply the methodology to your own brand after the event
• Carolina Atkinson's book in Spanish
• A network of peers facing the same challenges
WHAT YOU TAKE AWAY
• A clear framework for brand decisions beyond matching the competition
• A question guide to apply the methodology to your own brand after the event
• Carolina Atkinson's book in Spanish
• A network of peers facing the same challenges
REGISTER EARLY, RECEIVE MORE
The price is the same for everyone. Those who register earlier receive more.
REGISTER EARLY,
RECEIVE MORE
The price is the same for everyone.
Those who register earlier receive more.
Every participant receives a $400 credit toward the San Miguel de Allende Executive Experience when
requesting an invitation by [CONFIRM: date].
YOUR HOSTS
Carolina Atkinson
Is the founder of Brand Architecture Studio and author of Difficult to Replace. For almost 30 years she led brands, marketing, innovation and productdevelopment at companies including PepsiCo, Britax, CYBEX and Evenflo, where Mexico was one of her most important markets. She is a participant in the Duke Fuqua CMO Program.
Carolina Atkinson
Is the founder of Brand Architecture Studio and author of Difficult to Replace. For almost 30 years she led brands, marketing, innovation and productdevelopment at companies including PepsiCo, Britax, CYBEX and Evenflo, where Mexico was one of her most important markets. She is a participant in the Duke Fuqua CMO Program.
Kailen Riera
Co-founder of Brand Architecture Studio, where he integrates brand strategy with creative direction to build visual systems that combine minimalist aesthetics, technical precision, and commercial clarity. He brings over 10 years of experience in premium branding and art direction for global and mass-market (CPG) brands such as Pepsi, Gatorade, Golden, and P.A.N.
Kailen Riera
Co-founder of Brand Architecture Studio, where he integrates brand strategy with creative direction to build visual systems that combine minimalist aesthetics, technical precision, and commercial clarity. He brings over 10 years of experience in premium branding and art direction for global and mass-market (CPG) brands such as Pepsi, Gatorade, Golden, and P.A.N.
DETAILS
Date | Thursday, January 21, 2027, 8:30 a.m. to 5:00 p.m.
Venue | [CONFIRM: exact venue name (San Reyes)], Mexico City
Language | Spanish
Includes | lunch, coffee all day, snacks at breaks, parking and the book in Spanish
Investment | $750 USD per person [CONFIRM: peso equivalent]
Payment | in full or in installments [CONFIRM: number of payments]
You can transfer your place to someone else at any time. Fullrefund, minus a processing fee, until December 11; 50% until January 7; no refunds afterthat.
What if I can't attend?
You can transfer your place to someone else at any time. Fullrefund, minus a processing fee, until December 11; 50% until January 7; no refunds afterthat.
