The corporate brand promise:
And all things to all people.
Webinar – Thursday, March 24th, 2022, 08.30 – 09.30am UK time
Developing corporate brands has never been straightforward. It requires an ability to work with a broad range of internal stakeholders and issues to create a platform that can engage a diverse set of audiences. Add in the rise of ESG communications and the increasingly distinct field of employer branding, the requirement for digital-first approaches, and a heavy reliance on content as a proxy for the branded product, and you can see why the complexity has increased.
The latest Bladonmore webinar talks through these issues and looks at some of the key challenges facing corporate communicators and agencies as they build brands in 2022.
On the panel:
Dominic Redfearn, Global Brand and Communications Director, DIAGEO. An experienced strategic communications, corporate affairs and brand director, Dominic has a proven record building engagement and reputation across corporate and consumer brands. Working in media, agency and in-house at DIAGEO, he is a strong advocate for the power of purpose-led companies to outperform the market and navigate reputation risk.
Helen Casey, Strategic Marketing Planning, Royal London. Helen is an experienced brand and marketing director who has worked across financial services, media and with agencies. She was Chief Marketing Officer of Old Mutual Group for over eight years before moving to become Proposition and Customer Experience Director at The Telegraph (Financial Services). She then spent time contracting on the agency side before taking on her current role with Royal London.
Stephen Doherty, Chief Brand and Corporate Affairs Officer, Aviva. Stephen is responsible for Aviva’s Brand, Communications, Corporate Responsibility, Public Policy, and Sustainability agendas. Prior to joining Aviva, Stephen was most recently Group Head of Corporate Relations at Barclays, following more than five years as Director of Communications at DIAGEO. His early career was in politics, before moving into communications at various world-leading communications consultancies.
Uri Baruchin, Strategic Consultant, UBCS Ltd. Having worked at several world-leading brand firms, Uri now heads up his own boutique agency. He has worked with established names like Nestle and Sony, tech start-ups, and consultancies such as Deloitte, Kantar, and Bain & Company. He also teaches strategy classes for the D&AD and the School of Communication Arts.
Chaired by Cathal Smyth, Strategy Director, Bladonmore.
Areas of discussion:
- How to engage a diverse range of audiences while still being differentiated
- How to bring together a broad range of internal stakeholders and issues into a coherent brand narrative
- Negotiating the employer brand, the investment case and the ESG agenda
- Why some agencies struggle to do brand and digital together
- Moving from brand strategy to brand experience to content
Date: Thursday, March 24th, 2022
Time: 08.30 – 09.30 am UK time
Via: Zoom Events
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