Interbrand presents Brandathon 5, a weekend-long branding competition, to New York City

January 18, 2017


From January 27 to January 29, teams of selected creatives and strategists will compete to bring the power of branding to four leading startups

New York, New York (January 18, 2017)– Beginning on the night of Friday, January 27, in the city that never sleeps, twelve of New York City’s most creative strategists, designers and copywriters will come together for 50 hours to compete against one another in the 5th branding hackathon, Brandathon 5.

The first of 2017 will be presented by Interbrand, the leading branding consultancy, and will take place at Primary, a workspace located in the heart of New York City’s financial district.

“Brandathon is a playground for collaboration,” said ZeShan Malik, Founder of Brandathon. “I’m thrilled to be partnering with Interbrand. Like me they understand how disruptive brandathon is, and want to help our creative and startup community grow. Our goal is to support companies that are providing real value to the world, regardless of their industry.”

During the weekend-long Brandathon 5, four promising early-stage companies will be divided amongst four teams, each consisting of three seasoned creatives, which will compete to develop a rebrand for one of the following startup companies:
Perfect Strangers takes the stress out of moving by helping to match roommates.
CreatorUp teaches next-generation skills to foster the growing creative economy
Fusemachines blends Artificial Intelligence and Human Intelligence to help inside sales teams generate highly targeted leads
Dog Parker provides smart dog houses outside of storefronts ensuring dogs a safe and comfortable place to stay while they’re owners are inside

Over the course of the weekend, teams will be required to share their work with a panel of knowledgeable mentors, who will critique and evaluate the team’s progress. To keep creatives and startup employees refreshed and excited, Malik makes sure there are plenty of beneficial programs and activities in place such as healthy meals, meditation, VR games, and guest speakers.

Longtime Brandathon mentor and Co-founder of Sir Kensington’s, Scott Norton highlighted the draw and benefits of the competition: “For emerging companies, a well considered brand strategy creates a distinct competitive advantage. Today, how a company communicates is just as important as what they make. Brandathon’s success stems from its uniqueness in pairing innovative companies with creatives, mentors, and judges who transform their chances of success.”

This year’s panel of mentors and judges consists of the well-known micro-venture capitalist and Founder of Mediabistro, Laurel Toulby; Executive Creative Director of Interbrand New York, Oliver Maltby; Co-Founder of Small Girls PR, Mallory Blair, and Head of Design at Ogilvy North America, Bastien Baumann.

“Last year, our inaugural Breakthrough Brands report analyzed what makes emerging brands successful and identified some fascinating trends. That’s why we’re especially thrilled to work with Brandathon,” said Interbrand’s Oliver Maltby.

The event is scheduled to take place just two weeks before February 13, when Interbrand will open up their submissions for 2017’s Breakthrough Brands. Emerging brands from across the globe will have the opportunity to nominate themselves for submission to be considered in the final list of Breakthrough Brands, set to launch May 24.

Brandathon 5’s Demo Day will commence on Sunday evening, at the close of the 50-hour weekend. Each team will present its final work to the audience and judges. The judges will then deliberate and determine the winning creative team; the winner will be announced and awarded a prize of cash and gifts. A networking cocktail hour will immediately follow the ceremony, offering guests the chance to meet and engage with each other, judges, startups and creatives.

To attend Brandathon 5’s Demo Day and see all final projects, you can register here.

About Brandathon
Brandathon is a weekend-long branding hackathon where we bring four promising early-stage companies that need branding help together with 12 of the most creative and talented people in a city—all while being mentored by really inspiring and smart investors, CMOs, and founders of iconic companies. Early stage companies have bright ideas and amazing products, but in a crowded marketplace, great branding makes all the difference in helping a startup stand out. Brandathon exists to solve that problem—by offering top-level creative services to select early-stage companies at a price they can afford to pay.

About Interbrand
At Interbrand, we believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. We do both, through a combination of strategy, creativity, and technology that helps drive growth for our clients’ brands and businesses. With a network of 21 offices in 17 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel. Interbrand is part of the Omnicom Group Inc. (NYSE:OMC) network of agencies. For more information, please contact us, or follow Interbrand on LinkedInTwitter and Facebook.

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