Session 5: Managing Brands in the Trump Era: Not for the Faint-Hearted
Monday, October 2, 2017, 12:00pm – 1:00pm
Held in: Quadrus Conference Center

Erminio Putignano
Co-founder and Managing Director
PUSH Collective

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 social themes, and become politicised along the way?

In this new era, brands are being forced to re-think their strategies and none more so than those that combine three characteristics: a global footprint, a story which projects an American worldview, and a proposition centred on the positive impact of technology on people’s lives.These brands are exposed to the shifting appeal of the once all-powerful narratives of Globalisation, America and Technology.

We must face this new reality and uncover new brand narratives that can help rebuild trust and inspire hope in the future.


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