From brand strategy to business reality
In collaboration with VIM Group and an expert panel, this session will explore what it takes to make brand change work in practice - from securing leadership alignment and engaging employees to managing implementation at and sustaining momentum over time.
The challenge for leaders is turning brand ambition into organisational reality. That means aligning people, processes, systems and communications so the brand is understood, adopted and experienced consistently across the business.
It also means putting the right governance and ownership in place to keep the brand relevant as the organisation evolves.
Speakers
Dr Mark Smith
Mark Smith is a strategic brand consultant, executive coach and experienced lecturer who helps directors understand the true commercial value of marketing. As founder of award winning consultancy, Direction, he works with leadership teams to align brand, customer experience and sustainability as levers for long-term business growth.Mark brings over 20 years’ cross-sector experience, partnering with boards to transform marketing from a support function into a strategic driver. Alongside his consultancy work, Mark lectures in brand strategy and marketing at Nottingham Business School, where he bridges theory and practice for emerging business leaders. He is currently completing a PhD on how marketing is understood and used inside the boardroom, giving him a unique, research backed perspective on the disconnect between marketers and directors.
Jeremy Duncan
Jeremy is a Partner and Brand Strategy Director at Reggie London, an award-winning independent brand and communications consultancy. He has worked in communications for over 30 years, firstly on the advertising and marketing fronts within the publishing sector for Reed and Condé Nast. He built and ran a leading design consultancy, advised agencies and businesses as an independent consultant and was involved in a digital PR start-up before joining Reggie London in 2014. Jeremy has extensive experience of working in most industry sectors, having led major branding projects for many household names in the UK and internationally.
Joanna Jenkins - UK Managing Director VIM Group
Jo partners with leadership teams to design brand transformation strategies that are
ambitious, commercially grounded and effective in practice - helping organisations get it right first time. With a deep passion for brand, an entrepreneurial mindset and a calm, positive style, she helps navigate complexity, build alignment and turn strategic intent into meaningful action. Jo enjoys bringing fresh perspective, clear thinking and energy to every challenge, always with a focus on outcomes that work in the real world. Jo has worked with organisations including Logitech, Hitachi, Standard Life, Lloyd’s of London, Philips, Star Alliance, United Airlines, HEAD, The Rolling Stones, De Beers Group, Swiss Re, Formula 1, KPMG and Anglo American.
Sponsors
VIM Group
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