2016 Brand2Global Silicon Valley Details

In today’s global economy – what matters most is how companies leverage their brand and global customer data to deliver a full spectrum of customer experiences that build trust, empowerment, community, curiosity and emotional bond leading to global brand advantage.

The 2016 Brand2Global Conference brings you inspiration and real-world examples direct from the leading global brand marketers. You will leave with the tools and contacts you need to bring actionable ideas back to your team.


10:00am – 1:30pm
1:30pm – 6:00pm

Positively Disruptive
Presenters: Elliot Polak - Textappeal 
Ulrich Henes - The Localization Institute 
Susie Hamlin - Cisco 
Bruno Herrmann - The Nielsen Company

6:00pm – 8:00pm Evening Reception

Conference Program
8:00am – 9:00am Day 1 Registration & Breakfast
9:00am – 9:30am

Staying Relevant in Big Pharama during the Age of Consumerisim
Presenters: Diane Winnard - Abbott Laboratories 
Andres Nicholls - Prophet

Staying Relevant in Big Pharama during the Age of Consumerisim

“Consumerism” is on the rise, even in healthcare, but most people are still apprehensive about the “big pharma” industry. To earn consumers’ trust and remain relevant to their lives, Abbott needed to reframe it’s brand – make it more about the consumer at all stages of their life, not just when they are sick. The...

9:30am – 10:00am

How Cultural Competence Helps Your Bottom Line
Presenter: Apoorva Ganhdi - Marriott International

How Cultural Competence Helps Your Bottom Line

Marriott International has improved its financial results and guest experiences by focusing on “the differences that make a difference” to multicultural groups. Starting from a place of authentic advocacy, Marriott has been working holistically with the LGBT community, people with disabilities, and Hispanic and Asian guests. Employees at all properties are trained in cultural competency,...

10:00am – 10:15am Left open to allow attendance at concurrent sessions
10:15am – 11:00am

Native Web Brands
Presenters: Heather Alter - Cisco 
Anna Schlegel - NetApp 
Ishita Majumdar - eBay 
Lucie Newcomb - The NewComm Global Group, Inc.

Native Web Brands

Brands that were born on the Web, such as Netflix, Amazon, eBay and Cisco have a different trajectory than traditional brands. The presenters explore why and what can be learned and then applied elsewhere.

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

Glocal Experiences - Intel Amazing Inside Global Brand Launch
Presenter: Louise Felton - Intel

Glocal Experiences - Intel Amazing Inside Global Brand Launch

Intel looks for unique ways to develop and distribute content that is engaging, educational, and entertaining to core target markets while still delivering a strong brand message. With the Experience Amazing Campaign: Intel unveiled a new global campaign which utilized localization processes with particular attention paid to the cultural and generational needs of each region....

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

The Art and Science of Global Brands
Presenter: Alex Hunter - Virgin Group

The Art and Science of Global Brands

Regardless of your industry, the customer landscape has changed forever. New businesses unencumbered by antiquated systems, processes and people are in the process right now of disrupting your industry, engaging your customers and re-imagining your product. Key to survival in this brave new world is the importance of evolving your brand and customer experience.  Highlights include: – Understanding...

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

Employees as Brand Storytellers
Presenter: Michael Brito - Lewis

Employees as Brand Storytellers

We all love to hear good stories.  It’s what connects us to our humanity.  It links us to our past, helps us relate to others in the present and provides a glimpse into our future.  Storytellers learned early on that people like to hear stories with a beginning, middle and end.  We are drawn to...

2:45pm – 3:30pm

The Rise of 360 Brands in the Digital Age
Presenters: John Buehler - ManpowerGroup 
Julie Campbell - Linkedin

The Rise of 360 Brands in the Digital Age

In today’s candidate-driven marketplace, companies need to invest in winning the brand battle on three fronts to succeed:  consumer, corporate/client and talent. Neglecting any one of these often results in missed opportunity for the company as whole.  This panel will discuss the keys to building successful brand images for all three targets in the digital...

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

Espresso Session ( Presenter to be Announced)

Espresso Session ( Presenter to be Announced)

Join us for this storytelling session designed to perk you up and give you a boost.

4:15pm – 5:00pm

Our Brand is Crisis - The Good, the Bad, and the Ugly During Trying Times
Presenter: Elliot Polak - Newsroom

Our Brand is Crisis - The Good, the Bad, and the Ugly During Trying Times

This panel will be looking at those uncomfortable moments that we don’t always like to share and discussing how brands move forward when all eyes are watching in the digital world.

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

Building Fans Through Global Brand Partnerships
Presenter: Jeff Hansen - Microsoft

Building Fans Through Global Brand Partnerships

Microsoft’s mission is to empower every person and organization on the planet to achieve more. Learn from Microsoft’s head of global brand strategy on how Microsoft is breaking the model of traditional sponsorships by using their technology to help remarkable individuals and organizations achieve more. By working hand-in-hand with partners to build tangible, meaningful and...

6:00pm – 8:00pm Opening Reception

8:00am – 9:00am Day 2 Registration & Breakfast
9:00am – 9:45am
9:45am – 10:00am Break, Visit Exhibitions
10:00am – 10:30am

Agility in Real Time- Deliver and Enhance the Digital Experience
Presenter: Bruno Herrmann - The Nielsen Company

Agility in Real Time- Deliver and Enhance the Digital Experience

Agility goes far beyond considerations for developers or architects. In the digital globalization age it is a major effectiveness driver that plays out at each stage and touch point of the customer experience. This session will cover practices, enablers and tools to transform a normalized experience into truly engaging experiences across international markets and seeks...

10:30am – 10:45am
10:45am – 11:00am Break, Visit Exhibitions
11:00am – 12:00pm

Keynote Presentation - To be Announced Soon

Keynote Presentation - To be Announced Soon

Stay tuned! Announcement for Day 2 Keynote will be coming soon.

12:00pm – 1:30pm Day 2 Lunch Break, Visit Exhibitions
1:30pm – 2:15pm

Game On! Leveraging Crowdsourcing to Create Emotional Connections with Lenovo
Presenters: John Gibson - The Woo Agency 
Ajit Sivadasan - Lenovo

Game On! Leveraging Crowdsourcing to Create Emotional Connections with Lenovo

Lenovo talks about how they are reaching out directly to their gaming audience through crowdsourcing. Included in the discussion are the agencies and developers who are part of the current program. Presenters will be using examples from Lenovo’s experience to contrast best practices, and discuss why gaps exist between performance and aspiration when it comes...

2:15pm – 2:30pm Break, Visit Exhibitions
2:30pm – 2:45pm

Being an Engaged Leader
Presenter: Charlene Li - Altimeter Group

Being an Engaged Leader

The Engaged Leader: Leadership in the Digital Era Digital and social technologies have revolutionized relationships – and leadership is not immune. Despite the pressure to engage, leaders remain on the sidelines, frozen by fear and the unknown. In this Espresso Session, Charlene will share her story of becoming an engaged leader.  

2:45pm – 3:30pm

Branded Content that Inspired Engagement
Presenter: Mina Seetharaman - The Economist Group

Branded Content that Inspired Engagement

Consumers are being exposed to a proliferation of content as the new communication rules demand that brands also become publishers. In this world of branded content, with the amount of content exploding, how do readers pick their go-to sources?  What do they value enough to get through their filters? And given that challenge, how do...

3:30pm – 3:45pm Break, Visit Exhibitions
3:45pm – 4:15pm
4:15pm – 4:45pm

The Modern Marketer’s Blueprint: Ten Imperatives for Engaging Global Customers
Presenter: Kathleen Bostick - SDL

The Modern Marketer’s Blueprint: Ten Imperatives for Engaging Global Customers

As businesses expand internationally, they face ongoing challenges around how best to engage with audiences outside of their home market. We look at ten best practices for marketers. Using helpful stats and insights about multilingual consumer behaviors, Kathleen provides guidance on everything from developing a global content strategy, supporting the right languages, and internationalizing SEO,...

4:45pm – 5:00pm Break, Visit Exhibitions
5:00pm – 5:30pm
5:30pm – 6:00pm

Closing Keynote - Looking to the Future
Presenter: Burges Karkaria - Intel

Closing Keynote - Looking to the Future

Where is global immersive marketing taking us?

6:00pm – 8:00pm Closing Reception

The Venue

Brand2Global Conference will be held September 27 – 29, 2016 at the Quadrus Conference Centre.
2400 Sand Hill Rd, Menlo Park, CA 94025

Recommended Hotels:

The following hotels have been recommended by frequent travelers to the Silicon Valley area. BOLDED LISTINGS: We have requested courtesy room blocks under the group code: Brand2Global.

*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.

Distance Name Address Phone Avg Rate USD
3.1 miles Best Western Plus Riviera 15 El Camino Real, Menlo Park, CA 94025 (650) 321-8772 340
3.2 miles Westin Palo Alto 675 El Camino Real, Palo Alto, CA 94301 (650) 321-4422 530
3.3 miles Hotel Lucent  727 El Camino Real, Menlo Park, CA 94025 (650) 521-0024 360
3.3 miles Sheraton Palo Alto 625 El Camino Real, Palo Alto, CA 94301 (800) 325-3535 450
3.5 miles Residence Inn Palo Alto Menlo Park 555 Glenwood Ave, Menlo Park, CA 94025 (650) 327-2000 350
3.5 miles Hotel Keen 425 High St, Palo Alto, CA 94301 (650) 327-2775 390
4.3 miles Red Cottage Inn & Suites 1704 El Camino Real, Menlo Park, CA 94025 (650) 326-9010 254
5 miles Creekside Inn 3400 El Camino Real, Palo Alto, CA 94306 650-493-2411 260
5.0 miles Best Western Plus Executive Suites 25 Fifth Ave, Redwood City, CA 94063 (650) 366-5794 234
5.4 miles The Nest Hotel  3901 El Camino Real, Palo Alto, CA 94306 (650) 493-2760 250
5.4 miles Comfort Inn Palo Alto 3945 El Camino Real, Palo Alto, CA 94306 (650) 493-3141 260
5.4 miles Atherton Park Inn & Suites Redwood City 2834 El Camino Real, Redwood City, CA 94061 (650) 366-2000 216
5.9 miles Dinah’s Garden Hotel
4261 El Camino Real, Palo Alto, CA 94306 (650) 493-2844 330
5.9 miles Homewood Suite Palo Alto 4329 El Camino Real, Palo Alto, CA 94306 (650) 559-8700 370
5.9 miles Crown Plaza Cabana Hotel  4290 El Camino Real, Palo Alto, CA 94306 (650) 857-0787 380
5.9 miles Hilton Garden Inn 4216 El Camino Real, Palo Alto, CA 94306 (650) 843-0795 390

* 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.


Full details on this year’s networking events will be published soon.


If you are interested in securing one of our few remaining exhibitor booths, you can DOWNLOAD A 2016 EXHIBITOR REGISTRATION FORM HERE



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

Thank You To Our Event Sponsors:


And Our Media Partners:

See What Previous Attendees Have To Say:

  • I dare say it was one of the most fulfilling conferences I have attended in 10 years of my localization career – Brand2Global brings to light the right dialogues marrying brand and marketing experiences with globalization and localization. More brands and marketers need to think with this combo as we globalize and they can start at this conference.  So thank you for putting this together.

    George Chew
    George Chew Amway
  • It was a great experience for me. A very intimate conference, talking to high level marketing strategists from around the world.

    Ben Sargent
    Ben SargentCommon Sense Advisory
  • 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 HerrmannThe Nielsen Company
  • "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 PolakTextappeal

View Some Of Our Brand2Global Insights

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