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.
Thank You To Our 2015 Sponsors & Media Partners
Networking Dinner Sponsor
Official Magazine Partner
Official Brand Guardians
In-Event Social Media Partner