Brand2Global London Agenda & Timetable Announced
- Marketing Manager, UK
- Associate Professor of Mass Communication
Abu Dhabi University
- Author, Lecturer, Consultant
Univerity of Roehampton, UK
- Director, Global Localization Team
- Director, Global Brand Management
- VP, Global Marketing, Portfolio IT Business
- Global Digital Strategy & Technology Director
Starcom MediaVest Group
- Doctoral Researcher
Anglia Ruskin University, UK
- Global Managing Partner, IBM Social Consulting
- Chief Executive Officer
- Director of Global Strategy & Advocacy
- Director of Globalization
The Nielsen Company
Linnaeus University, Sweden
- Associate Professor of Marketing
University of Massachusetts Boston
- President and Founder
- Lecturer in Brand Communications
University of Leeds, UK
- Senior Vice President
- Managing Director & CEO
- Digital Lead, Nestlé UK & Ireland
- Director of Branding
- EMEA Creative Strategy Director
- Content Globalization Strategist, Senior Analyst
Common Sense Advisory
- Chief Sales Officer and Senior Vice President
- Managing Director
- Vice President of Research
- European Country Manager
- Chief Sales Officer
- Product Marketing Manager, Brand & Reputation
- Master of Fine Art - Chelsea Salon Series Coordinator
Chelsea College of the Arts
|8:00 – 9:00||Registration Opens – Networking Session|
|9:00 – 9:45||
|9:45 – 10:10||Break|
|10:10 – 10:55||
|10:55 – 11:15||Break|
|11:15 – 12:30||
|12:30 – 13:45||Lunch Break|
|13:45 – 14:30||
|14:30 – 14:55||Break|
|14:55 – 15:40||
|15:40 – 16:05||Break|
|16:05 – 16:50||
|16:50 – 17:15||Break|
|17:15 – 18:00||
|18:00 – 18:30||Adjourn|
|18:30 – 20:00||Opening Reception|
|20:00 – 22:00||Networking Dinner|
|8:00 – 9:00||Registration Opens – Networking Session|
|9:00 – 9:45||
|9:45 – 10:15||Break|
|10:15 – 11:00||
|11:00 – 11:20||Break|
|11:20 – 12:20||
|12:20 – 13:30||Lunch Break|
|13:30 – 14:15||
|14:15 – 14:45||Break|
|14:45 – 15:30||
|15:30 – 16:00||Break|
|16:00 – 16:45||
|16:45 – 17:00||Closing Session & Adjourn|
Insightful Sessions To Look Forward To At Brand2Global 2015:
Below is a complete listing of all of the sessions scheduled for Brand2Global 2015. More session details will be updated / added when they are confirmed.
Knowledge is being created and shared at unprecedented rates. People are now sharing original content, forming and joining virtual communities, organizing activities, tapping into the advice of others and sharing experiences at scale and without boundaries. This collective knowledge is enabling people to rapidly learn, act with greater confidence and influence others in entirely new ways. In fact, social is now the #1 use of the internet, with 94% using it to learn, 78% to share knowledge and 49% to engage experts. With 2 billion social connections and more than 3 billion expressions per day, it’s fueling the emergence of a knowledge economy and empowered individuals.
As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. With individuals expecting to engage when and how they want, organizations are tasked with encouraging and supporting collaboration for employees, customers, partners and citizens while keeping an unrelenting focus on user experience. How can they do this, while safeguarding the integrity of both the business and the brand?
To translate or not to translate? Local Ad-agency or marketing teams are much better suited for crafting relevant local copy for marketing campaigns; they understand the local culture and they aren’t restrained by being “true to the source.” The conundrum that enterprises are facing though, is they just can’t afford the cost, time, and resource investment to have a marketer in every local. For the enterprise, translations isn’t about getting your message into local language, it’s about doing it at scale. Translation may be the worst way to get quality local copy… but it’s the only way that furthers business goals.
In January 2014 the industrial automation giant Schneider Electric acquired Invensys plc expanding its product offering in the field of Control Systems, Software and Services. As a global specialist in energy management with operations in more than 100 countries, Schneider Electric offers integrated solutions across multiple market segments, including energy and infrastructure, industrial processes, building and data centers/networks, and a broad presence in residential applications. With this acquisition, Schneider Electric has significantly enhanced its position as a provider of Energy management solutions integrating power and automation. The acquisition of Invensys has provided in fact to Schneider Electric a strong and complementary portfolio of products in several sectors, including the Oil and Gas sector and competency in Cybersecurity management. From a branding perspective Invensys brought several independent brands which had to be integrated within Schneider Electric portfolio. We had to define a path for each brand, consistent with the Schneider Electric one-brand strategy, based on the customer install base, geographical scope and the overall brand equity. The communication plan was tailored to the customers and channels and the communication assets were generated with a special focus to customer types. Communications plan included an integrated marketing campaign (“Better Together”) that was launched in September 2014 and which used Social Media channels ramp up and reach the right audience. This session will go through the most relevant steps of the acquisition, and will focus on marketing and communications approach, explaining decisions taken on branding, communication, campaigns. Real examples and a Q&A session will complete and close the session.
As a European Country Manager, Spencer has had to devise strategies and implement tactical plans to raise awareness of and market his product to audiences that need to hear very different things across Europe. This case study will reflect the differences between the UK, Germany, the Netherlands and France, and how culture plays a huge part in deciding messages and tactical plans for marketing, PR and events.
How does Google – in many ways a quintessential Silicon Valley brand – think about creating innovative marketing that remains locally relevant and user-first? In this session, I’ll discuss how Google connects with local consumers on a global scale.
How are marketers managing campaigns across multiple markets and channels? Econsultancy, in partnership with Lionbridge, will share the results of a recent research survey that highlights trends, challenges, and opportunities based on insights from global marketing professionals, consultancies, and agencies. This session will highlight the key takeaways from the research and spotlight solutions leading brands have implemented to address these challenges.
Global branding means global challenges. How do you adapt to the demands of local markets without jeopardizing your global brand image? Now more than ever, the creation, management and distribution of assets need to be streamlined in order to stay relevant and keep up with the ever-growing demand for content. However, brand professionals often find themselves without the toolkit necessary to scale up their branding and stay in control of all brand-related content. That’s where branding automation software comes in – the next step in online brand and marketing management systems.
Nathalie Quéré, Head of Corporate Branding at AkzoNobel, will illustrate together with Chris Hall, CEO at Bynder, how branding automation software helped the corporate brand to raise brand awareness, establish control of the entire branding lifecycle and achieve end-to-end brand consistency.
Branding automation gives brand managers the opportunity to reinvent their approach to brand management. By automating and streamlining day-to-day operations, branding automation empowers brand professionals and helps with the development and maintenance of a sustainable worldwide brand.
As any organization knows, there are many ways to approach resourcing and executing on global programs. We have fluctuated between models of centralization at corporate, decentralization in-country and a mixed model. The default mixed model approach for many companies including my own has been to batch all countries from a particular region within the same support model.
Our ultimate goal is to identify a model that will yield the most value with the smallest increase in headcount and least duplication. In this session, we’ll explore some alternatives that may challenge conventional thinking. We’ll look at the various data points that were used to establish a point of view on the viability of each option as well as share where we are on our journey to implementation.
Dean Russell, Fellow at the RSA and EMEA Creative Strategy Director for LEWIS PR is joined by Joshua Y’Barbo – Master of Fine Art at Chelsea College of Arts and leader within Kupambana Foundation. Together, they will explore the role visual arts in modern communications. The session will include discussion around the psychological impact of multimedia on the viewer and participant, along with engaging the audience with a hands-on element to explore how they can tap into their own personal creativity.
Session abstract coming soon
Dr. Bertil Hultén
Sensory Branding In a Global Consumption Culture: Fantasy or Reality?
Marketers have for a long time ignored the importance of the human senses. Especially concerning how sensory stimuli like scent, music, design, taste or texture contribute to the creation of brand identity and brand image. It is an important remark because it is quite obvious that the human senses – smell, sound, sight, taste and touch – should be the foundations of all purchase and consumption experiences. For that reason firms should consider sensory branding in a global consumption culture in enhancing long-term profitability, long-term relationships and a sustainable brand image.
The multi-sensory brand-experience and the human senses are suggested as fruitful marketing concepts for rethinking branding in practice and theory. The aim is to discuss and present the usefulness of a sensory branding framework in terms of sensory stimuli, sensory perception and sensory symbolism in relation to global branding strategies. Research findings and conclusions from a number of experimental field studies on how sensory branding impact consumer’s cognitions, emotions and actual behavior will be discussed.
Brands Traveling To Arabia: Integrating Arabic language and culture in visual brand identities.
Global brands have been in Arabia for more than eight decades now. Throughout the past decades, well-established global brands with strong visual identities were entering the market. From the start, Arabic was added on packaging, signage and advertisements at a basic level, without giving design and Arabic typography any thoughts. Today, visual identities are still incompetently managed when designed for a different language and a new culture. This study seeks to explore the phenomenon of global brands’ visual identities when adapted to a new market, new culture and a new language to shed light on the current situation of visual adaptation in the Arab region and ultimately beyond this paper, provide guidelines to better the design adaptation of visual brand identities. The findings suggest that there are no guidelines or patterns of practice to adapt the brands’ visually; the process should be re-evaluated to inform global brands of the importance of international versions of guideline manuals that utilise the diverse markets that have different languages and cultures.
Dr Jamie Marsden
Visualising global brands: The problems and prospects of classification
Brand marks (logos) are condensed units of corporate expression. The process of translating corporate expressions into a truncated, visual form remains an obscure and under-explored dimension of corporate branding. This paper attempts to address this issue by proposing a classification of brand expressions, illustrated through the use of specific indicators. Following this description the author examines, firstly, how this frame is useful for evaluating the emphasis of a brand’s primary visual manifestation and, secondly, outlines the limitations of this frame in its current form.
The great Greek philosophers put the meaning of life over everything else – from which all doing would draw value and utility. For businesses, value and meaning were once simple concepts, contained in the practical aspects of a product. A formula where function and utility would define a product, where the product was the brand and where the teams and people to deliver on it were deeply connected with this simple but effective framework.
This model no longer holds. As the boundaries of our personal and professional lives merge ever more closely together, it becomes imperative that we look for inspiring, shared and aligned meaning to what we do: Purpose. But what is purpose, how do we define and measure it – and most importantly, how can we find, articulate and embed it within our organisations, our brands or indeed ourselves?
Banner ads debuted online in 1994, and video appeared on our computer screens a few years later, both are still used today despite the fact that digital has evolved beyond recognition the last 20 years and consumer behaviour is altogether different. The proliferation of touch-screen mobile (near future wearables and VR) is forcing advertisers to take a closer look at how users interact with their devices, and to think differently about how they can reach audiences effectively.
One innovative campaign by NestleUK revealed deep insights rooted in science about how users engage with brands in increasingly interactive and immersive digital environments . It shows how passive audiences can be transformed into active participants in the brand message, to create advertising that is enjoyable, effective and ten times more memorable.
Panel synopsis and additional panelists announced soon.
2015 is the year that social and community platforms are continuing to emerge and grow; while the larger ones are converging to become global integrated experience platforms.
As the pace and purpose of people evolves and accelerates, these platform are becoming more embedded into the lives and behaviours of an increasing broad set of audiences.
Across our Global clients including Airbnb, Honda, Spotify, Tetley and Heineken, SMG is finding ways to use branded content publishing and social experiences to drive audience attachment to clients brands.
Brands can tap into social media for a more insightful view of their customer base, deriving an understanding of local and cultural nuances, norms and preferences in markets which can be used to communicate in a way that speaks to people on a more personal and effective level.
Globalizing organizations must initiate or accelerate their digital evolution to delight ever more demanding and diverse customers across geographies. Setting the stage effectively is therefore critical to deliver on world-class experience and to make the right moves at the right time. With international customers and cost leadership in mind brand and marketing leaders can leverage a number of globalization enablers to pave their way towards excellence and growth and articulate them around digital pillars including simplicity, automation and customer centricity. This session will highlight shareable do’s and don’ts and how to incorporate them in an actionable roadmap.
Customer experience increasingly comes down to content. The confluence of e-marketing practices now embedded in mainstream marketing management includes PPC, SEO, social/paid social, blogging, syndication, e-mail automation, landing pages, funnel design, and more. CMOs seek to free these activities from organizational siloes, bringing them into an orchestrated program that bolsters the virality of content, achieves optimal ROI, and meets the full potential of the content experience. Meanwhile, hypermobility among companies and consumers has raised expectations for branding and message consistency across countries, languages, and cultures. Global companies must extend online presence to dozens of local languages. Content programs must follow. This talk unravels the ramifications of content-based marketing and global customer experience, drawing on data from 2,407 prominent websites, 100 online languages, and 195 countries, from CSA Research.
Competing in international markets is tough enough. But add in the complexity of understanding the search engine landscape in each country and the marketing job just gets bigger. For many sectors, local language keywords will be the ones most likely to be used by customers seeking out information as part of their research and purchase process. This session provides tips on how to audit key local search terms for each territory, helping assess how well your current content ranks and where opportunities lie to create compelling localised content that has the best chance of gaining high search engine visibility.
Understanding Online Community Building Globally: A Cross-Cultural Comparison of Activities, Benefits and Relationship between East and West.
Modern online communities include people around the world, and community platforms are increasingly important for global businesses’ marketing strategies. Although online communities are a global phenomenon, most empirical research has been conducted in the West, which is significantly and culturally distinct from other important regions. This study analyzes the link of various online activities to community aspects to consider potential cross-cultural differences. A proposed taxonomy details online community activities, and a proposed framework of online community behavior is based on functional and hedonic theory. The empirical test uses data from online communities in the United States and China and reveals both differences and similarities in the online behaviors exhibited. For example, Chinese participants are driven by rational-functional routes to express loyalty to the community. Furthermore, whereas entertainment activities appear as mainly hedonic opportunities in the United States, Chinese participants also derive rational benefits from entertainment applications. These results can help global companies prioritize their online community activities for various countries.
Dr Miguel Á. Bernal-Merino
Towards the Glocalization of Entertainment Media
After decades of enjoying audiovisual entertainment through cinema, television and video games, we see a certain degree of convergence in the strategies that different media industries employ to maximise the success of their products abroad. In this session, we will explore through international case-studies from cinema, TV and video games some of the most recognisable media ideas, characters, brands, and debate about their relevance for the global branding of consumer products in the near future.
Dr. Azza A. Ahmed
Online self-disclosure among Arab Users of Social Networking Sites in United Arab Emirates.
The study investigates how Arabs self-disclose themselves through social networking sites. Attitude toward online self-disclosure, offline social support, the intensity of SNS usage are examined. It applied qualitative and quantitative methodologies. Total of (313) Arab residents of United Arab Emirates formed the sample of the survey. A constructed in-depth interviews were conducted with (69) of Arabs residents in UAE.
The findings indicated a positive significant correlation between online self-disclosures and diversity of SNSs audience while intensity of SNS usage does not correlate to online self-disclosure. Also, the more people have emotional and informational offline support, the more they are likely to be “honest” in their online self-disclosure. The females were higher in social companionship, emotional and informational offline social support than males; while males are more likely to disclose themselves online than females. In-depth interviews showed that SNSs’ users wisely govern the amount of information they post on SNSs and to whom they make it available. Males practice ‘parental authority’ on females to protect them from possible dangers of online self-disclosure.
As our 2015 Brand2Global keynote speaker we welcome Manfred Gotta a leader worldwide in the art and science of naming new products and brands. In his home country Germany, he is known as the “king of names.”
He founded his company Gotta Brands in 1986 and from the beginning
saw the importance, opportunity, and power of starting out with names that work both domestically and internationally. A thorough vetting to make sure that there are no negative linguistic associations in other languages is part of the naming process and essential for a name’s global success.
Working from an idyllic Black Forest valley, Manfred has created such well known names as:
- Porsche Cayenne
- Porsche Panamera
- Renault Twingo
- Renault Mégane
- Renault Avantime
- Mercedes Actros
- Opel Vectra
- smart, smart for two, smart for four
- Persil megaperls
- SAT1 Planetopia
- Aldi AMAROY Coffee
- Le Centorial ( largest office complex in the centre of Paris)
…to mention just a few.
We look forward to Manfred sharing his creative process with us at Brand2Global.
Please note: Speakers and Sessions are subject to change.
Doubletree by Hilton
Brand2Global Conference will be held September 29 – October 1, 2015 at the Doubletree by Hilton – Tower of London Hotel.
7 Pepys Street, London EC3N 4AF
A special rate has been reserved for 2015 Brand2Global attendees for the nights of September 28 through October 1 at the Doubletree – Tower of London Hotel. This rate is available for a limited number of rooms and if any un-booked rooms remain on August 28, they will be released for public sale. So ensure you book early to secure one of these reserved rooms at exclusive conference pricing.
Group Name: Brand2Global 2015
Group Code: ALOC15
* Please make sure to use the Group Code when registering through the website or, if you book by phone, please indicate to the hotel staff that you will be attending Brand2Global Conference.
DoubleTree by Hilton Hotel London – Tower of London Hotel
7 Pepys Street
London, United Kingdom
+44 0207 709 1027
… with more speakers, sessions and exhibitors currently being confirmed.
Please note: Speakers and Sessions are subject to change.
See What Previous Attendees Have To Say:
"The only event dedicated to the booming art and science of marketing across territories. A huge opportunity for anyone facing the pressures of multi-market branding to mix and learn with some of the most advanced global marketing practitioners in the world. A great place to 'steal' a tactic or two that could make the difference on your next international campaign. Smart, friendly, fun. For self-improving, competitive international marketers only."Textappeal
The [Brand2Global Conference] program/agenda was one of the best ones I have ever seen to cover global brand and marketing matters and to convey associated messages to leaders in that area. From my perspective, there is a number of events on global brand management and customer experience but very few about what it takes to get there (including digital globalization - that is my daily bread). That is what [Brand2Global Conference] does by involving experts and leaders from various industries and backgrounds. On a personal note, it shows that digital globalization is not redundant wording (some people still think that digital is global by default) and that customer experience starts way before brands and products are delivered to customers.The Nielsen Company
The speakers were fabulous. But it's also what happened 'between' the sessions that was really cool. They give enough time to get to know and learn from one another, and there's a lot of exchanging of ideas that happens between the sessions.60 Second Communications
It was a great experience for me. A very intimate conference, talking to high level marketing strategists from around the world.Common Sense Advisory
Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, we hope you’ll join us at our next event Sept 30 – Oct 1, 2015. Come for an opportunity to learn cutting-edge techniques; and network with peers from around the world.
Learn and be inspired at the Localizing Digital Marketing Round Table. A forward leaning forum for active interaction with leaders in digital marketing by sharing success stories, best practices and new challenges. Together you will search for understanding, meaning, and solutions for implementing campaigns and strategies that make your brand stick in global markets.