Brand Building with a Eulogy? Startups Gain New Perspective in Marketing Workshop

What if writing a eulogy for your startup could help you build a stronger brand? That was the bold prompt behind our latest Marketing Workshop at Startup Elevator Saxony-Anhalt, led by social media expert Kristin Mohr.

Looking Backward to Move Forward

Instead of jumping straight into content tactics, participants were challenged to think long-term. In an emotional but enlightening exercise, they wrote an imaginary obituary for their company. This unusual perspective helped founders clarify their:

• Mission
• Value proposition
• Desired legacy

Because if you know how you want your company to be remembered, you know what impact you need to make today.

Building Emotional Brands That Stick

The session emphasized that emotion is not optional in marketing—it’s essential. Startups that resonate emotionally with customers build trust, gain loyalty, and stand out in crowded markets.

From Vision to Action: Audience, Purpose & Positioning

After the eulogy exercise, startups dove into practical brand-building questions:

• Who exactly are we building this for?
• What problem are we solving?
• How do we position ourselves to create a memorable brand?

Kristin shared real-world strategies to help founders stay aligned and authentic as they grow.

AI as a Content Partner: Smarter, Not Harder

In the second part of the workshop, the focus turned to AI-powered content creation. Using smart prompts, founders learned how to transform AI tools into creative partners that:

• Generate on-brand content
• Repurpose messaging across channels
• Save time without losing personality

Key Takeaway: Strategy + Emotion = Impact

A powerful brand doesn’t start with a logo—it starts with a clear identity. This workshop helped our startups:

• Rethink branding as emotional storytelling
• Clarify their vision from the customer’s perspective
• Use AI tools to communicate with purpose

And remember: there’s still a long way to go before any of these stories come to an end 😉

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“Social Media expert Kristin Mohr in front of a whiteboard, working on brand strategy during a marketing workshop at Startup Elevator Saxony-Anhalt.”

Want to explore more about our workshops and how we support visionary founders in Saxony-Anhalt?