The third annual Brand2Global Conference was held on September 30 – October 1, 2015 at the Doubletree – Tower of London Hotel and drew a healthy mix of top executives, analysts, experts and consultants to focus on the global implications of branding and digital media issues. This focus on the movement of products, services, and digital assets into new international markets is the defining feature that differentiates Brand2Global from other marketing events is the industry.
Brand2Global attendees saw case study examples from major global companies like Facebook, Nestlé, Google, Tata Elxsi and many more as they explained the complex challenges facing brands and their marketing efforts across cultures and borders.
A highlight from this year’s event was speaker Bruno Herrmann from The Nielsen Company explaining that “globalization means creating a truly global customer experience” (Session B4: “Leveraging Digital Globalization to Increase Brand Effectiveness and Enhance Customer Experience.”) He continued, “you can’t go after customers without first knowing who they are. You need to understand them and their diverse facets.”
Ciaran Quilty from Facebook observed in his presentation that “there are no geographical or time boundaries now – everything competes with everything thanks to mobile and digital… and mobile platforms are a great creative canvas for brands to tell their stories” (Session A8: “Brand Building In A Mobile World.”) He highlighted that of the nearly 4 billion videos viewed everyday on Facebook, 75% are viewed on mobile.
Schneider Electric’s Vice President of Marketing Operations, Giuseppe Caltabiano, told the story of how his company has navigated decades of mergers and acquisitions (Session A12: “Better Together: Marketing Lessons From One Of the Major M&As In The Energy And Technology Sectors.”) He explained that companies have “three branding options during mergers: back the stronger horse, business as usual or fusion.” Mr. Caltabiano noted that 80 percent of all mergers fail, mostly due to poor internal and external communication, asserting that “targeted and timely communication is essential to focus the organization and mitigate risks… Social media plays a critical role with the alignment of two merging firms.”
Paula Shannon (CSO and SVP at Lionbridge) spoke with Stefan Tornquist (VP Research at Econsultancy) about the pain point that companies have publishing content quickly and consistently across multiple markets and channels. Ms. Shannon told the audience that industry leaders ideally want a completely centralized solution for content marketing. Mr. Tornquist pointed out that leaders are spending big on content distribution in the continued quest for shorter time to market. (Session A4: “Global Customer Experience: Trends and Challenges in Balancing Global Messaging and Local Relevancy.”)
Dell’s Wayne Bourland (Director of Translation) made the case that “marketing and translation leaders need to build a tiered model together,” arguing that “translation may be the worst way to get quality local copy… but it’s the only way that further business goals…” (Session A11: “Why We Shouldn’t Translate Everything, But We Do Anyway.”)
The #brand2global hashtag saw over 2,600 tweets during the two-day London event, indicating the valuable insights and experiences that were shared with a global audience of marketing and branding professionals. Preparations are already underway for the 2016 Brand2Global Conference and details will be published soon – ensure you are registered to be one of the first to find out all the latest news as it is released.
|Room A||Room B|
|8:00 – 9:00||Registration Opens – Networking Session|
|9:00 – 9:45||
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...
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...
|9:45 – 10:10||Break|
|10:10 – 10:55||
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...
At its best, translation automation allows companies to translate and publish vast amount of content without ever touching it. No cost per word, no manual transactions, no bottleneck. You will understand the key components of end-to-end automation for translation from authoring to translation, vetting and publishing. We will explore how to get one language out...
|10:55 – 11:15||Break|
|11:15 – 12:30||
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...
|Left open to allow attendance at concurrent sessions|
|12:30 – 13:45||Lunch Break|
|13:45 – 14:30||
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.
Discover how utilising social video boosted The Disasters Emergency Committee’s appeal to help the Nepalese after a devastating earthquake. With the help of The Distillery London, see how data can feed into a real-time video campaign, how to reach that elusive youth audience for your brand, and how to build a stronger relationship with your...
|14:30 – 14:55||Break|
|14:55 – 15:40||
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...
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...
|15:40 – 16:05||Break|
|16:05 – 16:50||
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...
Benjamin B. Sargent
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...
|16:50 – 17:15||Break|
|17:15 – 18:00||
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...
Developing a compelling global brand strategy with lasting local impact. Fritz Grutzner will co-present with Vicki Czechowski of Johnson & Johnson a case study for the global rebranding of BAND-AID® brand adhesive bandages. With regional inconsistencies in its product line and its messaging as well as increasing competition, Johnson & Johnson needed to find a...
|18:00 – 18:30||Adjourn|
|18:30 – 20:00||Opening Reception: Sponsored by Brand Quarterly|
|20:00 – 22:00||Networking Dinner: Sponsored by Moravia|
|Room A||Room B|
|8:00 – 9:00||Registration Opens – Networking Session|
|9:00 – 9:45||
Dean Russell, Fellow at the RSA and EMEA Creative Strategy Director for LEWIS PR is joined by Jennifer Arboine & Ambika Subramaniam. 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...
Andrew Bruce Smith
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...
|9:45 – 10:15||Break|
|10:15 – 11:00||
Today, all business – from the biggest to the smallest – is mobile. But what does this mean for brands? Join Ciaran Quilty, Facebook’s Director of SMB for EMEA, as he discusses the implications of the mobile revolution, and why the small screen represents a big opportunity for businesses.
It used to be easy. Right? One brand, one market or country, one target audience (ok, it was one huge, unsegmented audience), one marketing leader and a handful of channels through which to deliver a message. Marketing 101 was all you needed. However, today, marketers must guide multiple brands, across multiple media channels, in multiple...
|11:00 – 11:20||Break|
|11:20 – 12:20||
Rezan F. Gassas
Dr. Bertil Hultén
Dr. Jamie Marsden
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...
Dr. Azza Abdel-Azim Mohamed Ahmed
Dr Miguel Á. Bernal-Merino
Werner Kunz 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...
|12:20 – 13:30||Lunch Break|
|13:30 – 14:15||
As the former CEO of the Grey 2 Group Germany/CEE (2004 to 2012) and of Bates DACH/CEE (1992 to 2002), Uli Veigel is more than familiar with the creation and implementation of global brands. In his presentation, he uses practical examples to explain what features make up the architecture of a strong brand and how...
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...
|14:15 – 14:45||Break|
|14:45 – 15:30||
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...
Moderator: Elliot Polak
From the red-eye frontlines of global social media, International Brand Leaders share their latest secrets on how to unlock the power of digital communities across geographies, and top predictions for 2016.
|15:30 – 16:00||Break|
|16:00 – 16:45||
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...
India Entry Strategy & How consumer research will play a key role for Brands to enter and succeed in Indian Market India represents the most extraordinary possibilities as a market – with over one billion consumers and a huge number of fast growing businesses. Doing business in India poses unique challenges: 70% of India’s population...
|16:45 – 17:00||Closing Session & Adjourn|
- Senior Marketing Manager, Global
- Director, Global Localization Team
- SMB Regional Director, EMEA
- Product Marketing Manager, Brand & Reputation
- Global Managing Partner, IBM Social Consulting
- Digital Lead, Nestlé UK & Ireland
- Chief Sales Officer and Senior Vice President
- Chief Designer - Research and Strategy & Service Design
- Global Brand Marketing Director
- Global Digital Marketing Manager
Danone Nutricia Early Life Nutrition
- Chief Innovation Officer
Partners Andrews Aldridge
- VP, Global Marketing, Portfolio IT Business
- Founder & CEO
- Head of Communication
Disasters Emergency Committee
- Global Digital Marketing Director
- Director of Branding
- EMEA Creative Strategy Director
- Vice President of Research
Uli Veigel Brand Consultancy
- Chief Sales Officer
- Associate Professor of Mass Communication
Abu Dhabi University
- Author, Lecturer, Consultant
Univerity of Roehampton, UK
- Doctoral Researcher
Anglia Ruskin University, UK
- President & Founder
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
- Managing Director
- Master Distiller
The Distillery London
- European Country Manager
- Content Globalization Strategist
Common Sense Advisory
- Chief Consultant
Social Dividend Global
- MA, Fine Arts Student
Chelsea College of Art UAL
- MA, Fine Arts Student
Chelsea College of Art UAL
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
Wednesday, 30 September 2015 18:30-20:00
Doubletree Sky Lounge, 12th Floor
This complimentary welcome reception will be held at the spectacular Sky Lounge on the 12th floor of the hotel, where you can enjoy cocktails and hors d’oeuvres while networking with fantastic views of the London financial district. This is an excellent opportunity to connect with other attendees, arrange meetings and set plans for the conference.
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.
Wednesday, 30 September 2015 20:00-22:00
Doubletree Hotel, First Floor
Following the conclusion of the Welcome Reception in the Sky Lounge, join us on the First Floor of the Doubletree Hotel for an intimate networking dinner, offering both meat and vegetarian options.
Conference badges are required for admission. Don’t have time to pick up your badge before the dinner? Don’t worry, badges will be available at dinner entrance after reception ends.
Thank You To Our 2015 Sponsors & Media Partners
Networking Dinner Sponsor
Official Magazine Partner
Official Brand Guardians
In-Event Social Media Partner