I was kindly invited to help with the Brand Perfect Tour event in Berlin on Oct 27th 2011. I wasn’t quite sure of what to expect going into it. We had done a bit of prep for the afternoon’s workshops, but I couldn’t picture what delegates would have got out of the day.

Now I know.

The telling moment for me was when I was dragged out of the post event drinks to make my way to the airport. I didn’t resent it so much because of the (excellent) Prosecco I was leaving behind, but because I was watching people from different disciplines making new connections, exchanging notes and imagining new possibilities.

I think that the buzz was created by two themes that ran through the day, starting with  Aral‘s opening keynote and replayed across all of our contributions as speakers and facilitators:

1) Do not settle for mediocrity, however tempting. Coherent visuals, behaviour and functionality are what will make your brand stand out;
2) A new workflow is needed if brands are to achieve that. It’s about collaboration, and thinking of your mobile presence as a product, rather than a project.

So thanks to Monotype for creating a forum where mobile experts can mix with brand and marketing practitioners, sharing evidence and techniques rather than sales pitches. Looking forward to the next events!