October 1-2, 2014 saw the second annual Brand2Global Conference, hosted by The Doubletree – Tower of London Hotel. The conference brought together experienced global marketing practitioners and academics from a broad range of disciplines for an interactive event, in a mixture of panel sessions, roundtables, and networking events all focused on the global implications of marketing across cultures and borders.
Some highlights from the event included a keynote presentation from Ajit Sivadasan, VP/GM of Lenovo.com, where he spoke about Lenovo’s path to the current #1 spot in the global PC market (Session K1: “Leveraging New Age Marketing To Level The Playing Field For Global Brands”). He emphasised that, even with a technical product like PCs, “The key as a global brand is: How can you create a lasting emotional connection?”
Viktoria Tchoudakov, Head of Search & Maps Marketing, EMEA at Google began her presentation at Brand2Global by quoting Google’s co-Founder Larry Page who encourages the innovative, risk-taking side of his company when he proclaims “If you aren’t doing some things that are crazy, then you aren’t doing the right things.” Using that as a mission statement, Google tries to engage its users with “magic” in the form of it’s home page doodles and it’s television advertising campaigns worldwide, following a simple strategy to “1. Delight one real user, 2. Get out of the way, 3. Make it matter.” (Session B14: “How A Global Culture Helps Google Connect With Local Consumers.”)
For Laurence Foucher, Evian Global Digital Manager at Danone (Session B5: “The Science Behind Emotions: How Can Emotions Power Your Brand Communication?”), the emphasis of global marketers should be on “storymaking” instead of “storytelling.” She told audience members that for consumers to feel connected to a brand requires interactive and personalized storytelling that they can take ownership of and feel like the story belongs to them.
Brand2Global also featured research on the effectiveness of global marketing efforts around the world. Bruno Herrmann of the Nielsen Company (Session A16: “The Rest Of The World Is Most Of The World: Evolving Mindsets and Practices in Global Digital Media”) described how business performance globally, is rooted in effective customer experience locally. Don Depalma from the Common Sense Advisory explained the results of his company’s 10-country survey testing the hypothesis that “companies can increase their sales by localizing their products and websites.” (Session A12: “Can’t Read, Won’t Buy: The Conflict Between A Strong Brand And Local Language”).
Brand2Global Conference was live tweeted by LEWIS PR – official social media partners, and also by Brand Quarterly – official magazine partners. The #brand2global hashtag saw an amazing 1,700+ tweets during the two-day event, a tribute to the lively discussions that it created within the industry. The response across twitter indicates the valuable insights and experiences that attendees had and the Brand2Global team have already begun preparations for the 2015 Brand2Global Conference.
Returning with all five major sponsors from 2013, the conference centered on issues related to global branding, global marketing campaigns, global digital media and the global customer experience. If you are interested in getting involved in the 2015 event, whether as an attendee, speaker, sponsor or exhibitor, you can register your interest by contacting the team.
The Brand2Global 2014 Conference Agenda
Note: This is the program from a previous event.