Brand2Global is a world leader in promoting education and training in the fields of Global Branding, Global Marketing, Global Digital Media and Localization. Brand2global offerings include Brand2Global Conference, Certification Programs in Global Marketing/Branding/Digital Media/Localization, and Webinars and Training events.

The Global Brand: Expanding in the Digital Age

Strategy | Action | Measurement

The 2017 Brand2Global Conference looks to bring inspiration and real-world examples direct from the leading global brand marketers. We rely on industry mavericks like yourself to deliver a program agenda that details how companies leverage their brand and global customer data to deliver a full spectrum of customer experiences that builds trust, empowerment, community, curiosity and emotional bond leading to an expanding global brand advantage.

We hope you will join us October 2-3, 2017. Until then..


Quadrus Conference Center
8:00am – 9:00am Day 1 Registration & Refreshments
9:00am – 9:30am

Session 1: Globalizing Snackable Content To Enhance Micro Experiences Locally

Bruno Herrmann
Director of Globalization
The Nielsen Company

Session 1: Globalizing Snackable Content To Enhance Micro Experiences Locally

International customers receive, perceive and consume content throughout their journey, from when they look for information to the moment they become active users and proud ambassadors. Therefore it is paramount to create, localize and customize content to meet the requirements and aspirations tied to their multiple facets. In order to create immersive experiences within regions...

9:30am – 10:00am

Session 2: Globalizing From The Inside Out

Session 2: Globalizing From The Inside Out

International expansion used to mostly be the domain of large companies, the kind with deep pockets to fund their global growth. In a digital world, going global can still be slow-moving and tricky, but now globalization is accessible to companies of any size.   In this online reality, inbound marketing now helps growing organizations to...

10:00am – 10:15am Break, Visit Exhibitions
10:15am – 11:00am

Session 3: Making Positive Change Around The Globe

Susan Betts
Sr. Director, Microsoft Brand
Microsoft

Kirsten Seckler
CMO
Special Olympics

Ariela Suster
Founder
Sequence Collection

Session 3: Making Positive Change Around The Globe

Global branding has long transcended the for-profit sphere. Today, social enterprises and not-for-profit organizations are equally sophisticated about managing and building their reputations to effectively land their missions and create positive impact in the world. At the same time, they are also having to adapt to new forms of collaboration and learn how to best...

11:00am – 11:15am Break, Visit Exhibitions
11:15am – 11:45am

Session 4: Code & Play. Lenovo Drives Audience Engagement Through Gamification Of Coding Education

Michael Saad
Director Global Digital Marketing
Lenovo

Session 4: Code & Play. Lenovo Drives Audience Engagement Through Gamification Of Coding Education

Lenovo shares with the audience how they were successful in reaching and inspiring young people and adults alike, across the globe, to learn coding through an online game experience. Presenters will be using examples from Lenovo’s Game State: Code & Play program to highlight best practices in implementing this global program through localization. Lenovo will...

11:45am – 12:00pm Break, Visit Exhibitions
12:00pm – 1:00pm

Session 5: Managing Brands in the Trump Era: Not for the Faint-Hearted

Erminio Putignano
Co-founder and Managing Director
PUSH Collective

Session 5: Managing Brands in the Trump Era: Not for the Faint-Hearted

Trump’s election, Brexit and the rise of populist autocrats all over the world herald a new era dominated by mistrust, conflict and nostalgia, if not widespread pessimism. Everything will be affected – including how organisations manage their brands. Will brands look to avoid controversy or will they be compelled to take a position on big...

1:00pm – 2:15pm Day 1 Lunch Break, Visit Exhibitions
2:15pm – 3:15pm

Session 6: The Global Brand at Risk: Leading Markets in the Era of Anti-Globalization

Kris Bondi
CMO
Neura

Lucie Newcomb
CEO/CMO
The NewComm Global Group, Inc.

Anna Schlegel
Senior Director, Globalization and Information Engineering
NetApp

Kathrin Bussmann
Head
Verbaccino

Moderator: Bruno Herrmann
Director of Globalization
The Nielsen Company

Session 6: The Global Brand at Risk: Leading Markets in the Era of Anti-Globalization

“The Global Brand at Risk: Leading Markets in the Era of Anti-Globalization” Global Brands generally are at risk from competitors and/or economic downturns. However, with top markets like the United States, the United Kingdom and others turning inwardly on a populist platform, how do today’s international marketers sustain, let alone grow, their Global Business interests?...

3:15pm – 3:30pm Break, Visit Exhibitions
3:30pm – 4:00pm

Session 7: Optimizing Global Marketing Budgets: The Global Segmentation Tool

Dr. Nitish Singh
Associate Professor of International Business & Director of Program Innovations
Boeing Institute of International Business, Saint Louis University

Session 7: Optimizing Global Marketing Budgets: The Global Segmentation Tool

Multinationals are struggling with the idea of how to best reach global consumers. Some firms try to find the elusive global consumer segments to optimize their marketing budgets, but most firms face the harsh reality of offending global consumers by not investing in a good localization strategy. This presentation will provide global marketers a “Global;...

4:00pm – 4:15pm Break, Visit Exhibitions
4:15pm – 4:45pm

Session 8: How Customization, Cultural Competence and Local Advocacy Can Help Bring Authenticity To Your Marketing Campaigns

Sonia Oliveira
Senior Director of Globalization
GoPro

Gabe Rodino
Director of Retail & Consumer Practice
SDL

Session 8: How Customization, Cultural Competence and Local Advocacy Can Help Bring Authenticity To Your Marketing Campaigns

In this session, GoPro and SDL will share the success they had in collectively moving beyond localization and re-thinking how to bring authentic storytelling to non-English audiences.   Return to the Agenda

4:45pm – 5:15pm

Session 9: Reaching Global Audiences Through Storytelling

Leona Frank
Global Brand Manager
Vistaprint

Session 9: Reaching Global Audiences Through Storytelling

Storytelling has grown to become one of the most exciting and important tools to drive brand affinity and connect with customers on a deeper level. Using Vistaprint as a case study I will share success and failures in our journey from relying solely on direct marketing to integrating storytelling into our global communications. Hear why...

5:15pm – 5:30pm Break, Visit Exhibitions
5:30pm – 6:00pm

Session 10: Johnson & Johnson’s ACUVUE: Global Human Insights – Local Business Success

Jayme Maultasch
Group Account Director
Deutsch

Fritz Grutzner
President & Founder
Brandgarten

Session 10: Johnson & Johnson’s ACUVUE: Global Human Insights – Local Business Success

How did the world’s largest contact lens brand find a global brand story that connected emotionally with consumers around the world?  Learn how ACUVUE conducted global emotional insight research and then used it to develop and launch a successful new global campaign idea. Presenters will share 7 principles for Global/Local success. Presenters: Fritz Grutzner, Founder &...

6:00pm – 8:00pm Networking Reception PROUDLY SPONSORED BY:

Quadrus Conference Center
8:00am – 9:00am Day 2 Registration & Refreshments
9:00am – 9:30am

Session 11: Keeping It Simple Is Complicated

Bryant Ison
Sr. Director of Global Beverage Innovation
Pepsico Global Beverage Group

Session 11: Keeping It Simple Is Complicated

Keeping it simple is complicated.  Innovating and building brands in large organizations is a difficult endeavor and not for the faint of heart.  It’s not enough to have the next big idea – you have to be able to get it through a skeptical organization that is conditioned to seek out and destroy weird things....

9:30am – 10:00am

Session 12: Gatorade: Building a Globally Relevant Sport Brand

Anuj Bhasin
Head of Global Marketing
Pepsico – Gatorade

Session 12: Gatorade: Building a Globally Relevant Sport Brand

While sport is one of the ties that binds us globally, each country naturally has their own differences and cultural nuances. So, how does a U.S. brand so deeply ingrained in its own country’s athletic history become a major player around the world? Move beyond traditional American sports, tapping team, league and player partnerships that...

10:00am – 10:15am Break, Visit Exhibitions
10:15am – 10:45am

Session 13: Find Your Global Voice

Session 13: Find Your Global Voice

Your organization’s brand guidelines probably include a page or two about your voice. They might describe your brand voice as friendly and conversational, authentic and trustworthy. But just as your business is unique, so are each of your global markets. How well does your voice travel? How does your voice translate when you take your...

10:45am – 11:00am Break, Visit Exhibitions
11:00am – 12:00pm

Session 14: Has Local Killed Global?

Amisha Gandhi
Head of Influencer Marketing
SAP

Susie Hamlin
Director Advertising, Media & Sponsorships
Citrix

Elliot Polak
Chief Consultant
Social Dividend Global

Session 14: Has Local Killed Global?

Has Local Killed Global?   As cultures blur and customers crave for local experiences, it’s a time of big questions for global brands. – How can my brand stay relentlessly relevant in every market? – How can I drive fast moving local conversations without losing central control?     From a virtual technology company that...

12:00pm – 1:15pm Day 2 Lunch Break, Visit Exhibitions
1:15pm – 1:45pm

Session 15: Growing Brands in the Age of Passion

Jon Mamela
CMO
Destination Canada

John Ounpuu
Co-Founder
Modern Craft

Session 15: Growing Brands in the Age of Passion

Modern Craft Co-Founder and Partner John Ounpuu will co-present with the Jon Mamela, who oversees multiple business units, including Global Marketing & Communications, International Markets, Consumer & Market Intelligence, Business Events Canada (Meetings & Conventions), and Partnerships. at Destination Canada. John has worked closely with Jon, making Destination Canada a worldwide brand.   John and Jon’s...

1:45pm – 2:00pm Break, Visit Exhibitions
2:00pm – 2:30pm

Session 16: Hacking Digital Growth: How To Generate Mass Global Exposure And Become A Leader In Your Industry

Brendan Kane
Founder
SEAkers

Session 16: Hacking Digital Growth: How To Generate Mass Global Exposure And Become A Leader In Your Industry

Today people are often told that achieving global mass exposure for your message or brand is simply posting or boosting an image or video to Facebook, Instagram, Youtube and Snapchat.  The fact is there are over 60 billion messages shared on digital platforms every day.  So, how does a brand overcome the noise and stand...

2:30pm – 3:00pm

Session 17: Reincarnation: "The Power of Purpose, the Driving Force of Business & Global Brand Strategy”

John McGarr
President
Fresh Squeezed Ideas

Session 17: Reincarnation: "The Power of Purpose, the Driving Force of Business & Global Brand Strategy”

In this presentation we suggest that the future of marketing in the digital age is found at the intersection of culture and behavioral economics. The integration of culturally informed strategy with digital marketing techniques built upon behavioral science is the best practice of the future.  We will provide a framework for building global brands that...

3:00pm – 3:15pm Break, Visit Exhibitions
3:15pm – 3:45pm

Session 18: A Practical Guide To Achieve Global Brand Consistency While Catering To The Needs Of Your Local Audience

Florian Auckenthaler
Founder
Designing IT

Session 18: A Practical Guide To Achieve Global Brand Consistency While Catering To The Needs Of Your Local Audience

In today’s digital age, brands are equally important than the products and services they represent. Top global companies generate more than 50% of their revenue from outside their home market and are able to build brands which resonate globally while accommodating local nuances. In a recent research study of the Forbes Global 2000 brands, the...

3:45pm – 4:15pm

Session 19: Using Neuroscience to Optimize Creative Across Borders

Dr. Michael Smith
Vice President
Nielsen Consumer Neuroscience

Session 19: Using Neuroscience to Optimize Creative Across Borders

The bar has never been higher for brands trying to reach their consumers. It is an increasingly cluttered media landscape, with billions of dollars in advertising at stake. And technology has created an environment in which we’re never more than a click away from something new and exciting. While this creates potential for advertisers, it...

4:15pm – 4:30pm Break, Visit Exhibitions
4:30pm – 5:00pm

Session 20: Brand 2020: Build an Emotional Brand to Acquire Customers and Ensure Loyalty

Dipanjan Chatterjee
Vice President and Principal Analyst
Forrester

Session 20: Brand 2020: Build an Emotional Brand to Acquire Customers and Ensure Loyalty

Dipanjan’s presentation will demonstrate the linkage between brand value and outcomes, and the emotions that a brand needs to activate to win and retain customers. He will demonstrate the analytical linkage between these using primary research conducted by Forrester, as well as use several use studies to illustrate these points.   The markers of brand...

5:00pm – 5:15pm Break, Visit Exhibitions
5:15pm – 6:00pm

Session 21: Why Global Marketing Should Run Like an Improv Group

Kathy Klotz-Guest
Founder
Keeping it Human

Session 21: Why Global Marketing Should Run Like an Improv Group

Improv groups are able to create stories in real-time because they create collaboratively with each other. They “yes and” ideas in order to create something better together. Similarly, smart brands build the “we” by co-creating stories, services and content with audiences (Tough Mudder, GoPro, even IBM). They know, just like improvisers, that letting users create...

6:00pm – 6:30pm Closing Remarks

Brand2Global Conference will be held October 2–3, 2017 at the Quadrus Conference Centre.
2400 Sand Hill Rd, Menlo Park, CA 94025

Accommodations

For your convenience we have reserved a block of guest rooms at the nearby Creekside Inn in Palo Alto. You can make a reservation at this location.

*Special note: There are several large events in the area and we have been advised that rooms are filling quickly. Book early to secure one of these reserved rooms at exclusive conference pricing.

Additionally, the following hotels have been recommended by frequent travelers to the Silicon Valley area. Space is filling quickly in the area and prices are starting to rise. 

 

Phone Name Address
(650) 366-2000 Atherton Park Inn & Suites Redwood City 2834 El Camino Real, Redwood City, CA 94061
(650) 326-9010 Red Cottage Inn & Suites 1704 El Camino Real, Menlo Park, CA 94025
650-493-2411 Creekside Inn 3400 El Camino Real, Palo Alto, CA 94306
(650) 493-2844 Dinah’s Garden Hotel 4261 El Camino Real, Palo Alto, CA 94306

* If you book by phone, please indicate to the hotel staff that you will be attending Brand2Global Conference.

Getting Around:

Airports and Ground Transport

San Francisco Airport (SFO)  21.9 miles, 40 minute drive without traffic

San Jose International Airport (SJC)  19.6 miles, 35 minute drive without traffic

Rapid Transit

Caltrain Service Trains are available from downtown Palo Alto and Menlo Park to San Francisco and San Jose.

Networking

NETWORKING RECEPTION

Monday, October 2nd , 2017 6PM-8PM

This complimentary networking reception will be held outside on the spectacular Quadrus Center deck, where you can enjoy cocktails and hors d’oeuvres while networking with fantastic views of the lush landscaped hilltops. This is an excellent opportunity to connect with other attendees, arrange meetings and set plans for the conference.

This year’s Opening Reception is sponsored by Moravia.

Conference badges are required for admission. Don’t have time to pick up your badge before the reception? Don’t worry, we’ll have it available for you at the reception entrance.

BRAND2GLOBAL CONFERENCE

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 in 2017. Come for an opportunity to learn cutting-edge techniques; and network with peers from around the world.

See What Previous Attendees Have To Say:

  • 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.

    Bruno Herrmann
    Bruno Herrmann The Nielsen Company
  • It was a great experience for me. A very intimate conference, talking to high level marketing strategists from around the world.

    Ben Sargent
    Ben Sargent Common Sense Advisory
  • “Brand2Global is a must-attend conference for global marketing professionals. This intimate, educational event, is jam-packed with informative and practical presentations by digital marketing thought leaders from some of the world’s biggest and most beloved multinational brands. If you can only attend one marketing event this year, make it Brand2Global. I’ll be there.”

    Scott Abel
    Scott Abel The Content Wrangler
  • "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."

    Elliot Polak
    Elliot Polak Textappeal

View Some Of Our Brand2Global Insights

Contact Us

Have a query before you register for the event or looking to get involved as a sponsor, exhibitor or speaker? Send us a message here.

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