Bring your hardest brand question.
Leave knowing how to answer it.
A three-day executive experience for experienced brand leaders, founders andexecutives. Sixteen participants, senior peers, and the time to go deep.
San Miguel de Allende · March 9–11, 2027 · Bilingual
WHY THIS EXPERIENCE EXISTS
The hardest brand decisions rarely fail for lack of ideas. They fail because they rest onassumptions no one has tested: about what customers value, what competitors can copy,and what a launch, a repositioning or a price change could build or put at risk.
San Miguel gives you three days away from the routine to examine those assumptionswith peers who have faced decisions of the same weight. The conversation is only asstrong as the people in it, which is why participation is by invitation.
WHY THIS EXPERIENCE EXISTS
The hardest brand decisions rarely fail for lack of ideas. They fail because they rest onassumptions no one has tested: about what customers value, what competitors can copy,and what a launch, a repositioning or a price change could build or put at risk.
San Miguel gives you three days away from the routine to examine those assumptionswith peers who have faced decisions of the same weight. The conversation is only asstrong as the people in it, which is why participation is by invitation.
WHO IT'S FOR
Marketing and brand leaders, founders, business owners, executives and private equity operating partners who:
• Have real experience building or leading brands
• Are working through a launch, a repositioning, a growth challenge, a pricing decision or a portfolio question
• Are ready to bring that challenge to the table and contribute to others
WHO IT'S FOR
Marketing and brand leaders, founders, business owners, executives and private equity operating partners who:
• Have real experience building or leading brands
• Are working through a launch, a repositioning, a growth challenge, a pricing decision or a portfolio question
• Are ready to bring that challenge to the table and contribute to others
WHAT YOU'LL WORK ON
• The Meaning Value™ methodology in depth, through practical examples across categories
• Your brand and the alternatives your customers actually consider
• What customers value, what competitors could reproduce, and what your next decision could strengthen or weaken
• Peer discussion of each participant's challenge, facilitated by Carolina Atkinson and Kai Riera
No prior attendance in Mexico City is required. The program opens with a full introductionto the methodology
WHAT YOU'LL WORK ON
• The Meaning Value™ methodology in depth, through practical examples across categories
• Your brand and the alternatives your customers actually consider
• What customers value, what competitors could reproduce, and what your next decision could strengthen or weaken
• Peer discussion of each participant's challenge, facilitated by Carolina Atkinson and Kai Riera
No prior attendance in Mexico City is required. The program opens with a full introductionto the methodology
Good recommendations need evidence. Most brands don't yet have the data thismethodology asks for, so we don't pretend to solve your challenge in three days. Instead:
WHAT YOU LEAVE WITH, AND WHAT COMES AFTER
WHAT YOU LEAVE WITH, AND WHAT COMES AFTER
Good recommendations need evidence. Most brands don't yet have the data thismethodology asks for, so we don't pretend to solve your challenge in three days. Instead:
THE EXPERIENCE
The setting is part of the work. Over three days you'll share two dinners, three breakfastsand a lunch with the group, and visit [CONFIRM: factory name], a working factory and anexperience in itself: a place to see how value is made, not only described.
THE EXPERIENCE
The setting is part of the work. Over three days you'll share two dinners, three breakfastsand a lunch with the group, and visit [CONFIRM: factory name], a working factory and anexperience in itself: a place to see how value is made, not only described.
RESERVE EARLY
Participants whose deposit is received by December 11, 2026 receive a one-on-one call
with Carolina before the experience to shape the challenge they'll bring, so their threedays start with a sharp question.
Mexico City participants receive a $400 credit toward their place when requesting aninvitation by [CONFIRM: date].
RESERVE EARLY
Participants whose deposit is received by December 11, 2026 receive a one-on-one call
with Carolina before the experience to shape the challenge they'll bring, so their threedays start with a sharp question.
Mexico City participants receive a $400 credit toward their place when requesting aninvitation 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 | Tuesday to Thursday, March 9–11, 2027
Venue | San Miguel de Allende, Mexico
Group | 16 participants
Language | bilingual (English & Spanish)
Includes | The full program, two dinners, three breakfasts, one lunch, the factory visit,
program materials and the June follow-up session
Accommodation | [CONFIRM: Rosewood San Miguel de Allende] at a reservedparticipant rate,
booked by BAS on your behalf and billed separately
Investment | $3,500 USD per participant
Reservation | 50% deposit to secure your place; balance due February 8, 2027; installments available Changes | The deposit is non-refundable but can be transferred to a colleague orapplied
to a future edition; after February 8, places are transferable but not refundable
Confidentiality | Participants agree to keep each other's business information confidential
DETAILS
Date | Tuesday to Thursday, March 9–11, 2027
Venue | San Miguel de Allende, Mexico
Group | 16 participants
Language | bilingual (English & Spanish)
Includes | The full program, two dinners, three breakfasts, one lunch, the factory visit,
program materials and the June follow-up session
Accommodation | [CONFIRM: Rosewood San Miguel de Allende] at a reservedparticipant rate,
booked by BAS on your behalf and billed separately
Investment | $3,500 USD per participant
Reservation | 50% deposit to secure your place; balance due February 8, 2027; installments available Changes | The deposit is non-refundable but can be transferred to a colleague orapplied
to a future edition; after February 8, places are transferable but not refundable
Confidentiality | Participants agree to keep each other's business information confidential
REQUEST YOUR INVITATION
Tell us about your role and the brand challenge you'd like to bring. We'll arrange a shortconversation to confirm fit and share the full program.