Even in an uncertain world, it can be said with certainty that “brand in B2B” has taken on new dimension – and multiple dimensions – out of necessity and opportunity. As the B2B sector grows dynamically, and investment in brand grows accordingly, so does the need to understand and optimize all the facets of what a great B2B brand needs to stand for…and stand up to…to be a leader. At the first-ever IAA Global B2B Brand Summit, brand owners and experts take center stage to explore all the essential facets of extraordinary B2B brands.
Chairman and World President, IAA
Global Board, IAA
Chairman, Stein IAS
Director, EMEA and LATAM
B2B Institute @ LinkedIn
To start the day, Mimi Turner of the B2B Institute @ LinkedIn will provide a research-based overview of the core elements that drive brand health, pricing power and long-term value creation. Mimi will discuss the importance of reaching the right people, how to create the right message and outline the value of creative commitment, setting the stage for the sessions to come
Head of EMEA and LATAM, The B2B Institute @ LinkedIn
Almost overnight, Moderna became one of the world’s most recognized brands, delivering its life-saving Covid-19 vaccine to the world with breathtaking speed. Yet, as the crisis lessened, so did Moderna’s brand awareness. See how Moderna has used “relentless relevance” to re-energize and re-launch its brand to create even greater long-term opportunity.
Chief Brand Officer, Moderna
At EY, its Board is fully on board when it comes the power of brand as growth driver. Emanating from its purpose to foster “A Better Working World,” brand at EY now extends beyond marketing to drive all key business decisions based on this unifying purpose. From the origination of the strategy…to the development of the organizing idea and expression…to making the case for and showing the impact of sustained media investment…to the ultimate impact on revenue growth, brand value and internal engagement, John Rudaizky showcases the power of brand in B2B as a primary growth accelerator.
Global Brand & Marketing Leader, EY
CEOs, CFOs, CIOs, CHROs…. Senior-most B2B audiences are the most challenging to reach let alone engage with. And yet, they are as human as the rest of us. So, how do we engage with these rarified executives? Recent research from Rob Welch and The Wall Street Journal reveals that need to be an “always-on” brand to reach and remain at the top of the consideration set. Kensi Nobanda of South African banking leader Nedbank points the role higher-level creativity must play. This panel will plot the path forward.
SVP Enterprise Media and Partnerships, The Wall Street Journal
Group Executive Marketing and Corporate Affairs, Nedbank
Med-tech giant GE Healthcare is set to spin off from GE as an independent company and entirely new brand that intends to humanize this “industrial” category. Dell has transformed from a PC leader to a $100 billion global technologies provider as much B2B as it is B2C. Strategy and storytelling are driving transformation and growth at both B2B powerhouses.
Director or Brand & B2B, Dell Technologies
Kristin Thompson Fallon
VP, Global Brand & Digital Marketing, GE Healthcare
Indispensable though they’ve always been, B2B brands rose to their greatest prominence to date during the pandemic by solving the world’s greatest challenges – from supply chain to sustainability to digital transformation. For the first time, Brand Finance has released research identifying the most valuable B2B brands along with insights on what drives value in B2B.
CEO, Brand Finance
SVP Media and Marketing International
The significant majority of Shell’s business is B2B. And Dean Aragon is certain the biggest horizon in business and marketing – and the biggest source of growth – will be B2B. At this fireside chat, Dean will discuss why the key in B2B to unlocking this growth is for companies to believe in, invest more in and activate the power of their brands, applying the commitment, craft and creativity required to do so.
CEO, Shell Brands International
Brand in B2B has often lived in the shadow of “demand.” Yet, research by the Ehrenberg-Bass Institute indicates that only 5% of buyers are actively in-market at any given time. By positioning “brand” as the driver of “future demand,” B2B marketers are now changing c-suite mindsets and unlocking brand investment. This session explores how the movement to interlock brand and demand is emergent among growth-focused enterprises.
Chief Marketing and Communications Officer, ZS
Director, Brand Marketing, SAS
Chief Strategy Officer, Stein IAS
In B2B (and In B2C), the origination, evolution or transformation of a brand is driven by any numn er of factors: M&A, market dynamics, portfolio expansion, competitive threat or opportunity. But often, the work done to make or re-make a brand is undertaken as its own “ringfenced” activity, with insufficient thought given to how brand expression and design systems live over time across all aspects of the business. Or how the brand will be activated, from brand to demand, from master brand to the entirety of a company’s go-to-market. Tricia Weener, CMO of global leader KONE and formerly CMO of HSBC, joins Meg Beckum, Executive Creative Director of brand consultancy Elmwood, to discuss how a holistic approach to brand drives greater impact with far less likelihood of the brand “breaking.”
EVP and Chief Marketing Officer, KONE
Executive Creative Director, Elmwood
At the 2022 Festival, Cannes at long last invited the B2B category onto its world stage with the first-ever B2B Creative Lions. The most surprising B2B brand winner? The Dole Sunshine Company and its Piñatex brand, a vegan, cruelty free and sustainable leather substitute. In this session, Rupen Desair, Dole’s CMO, will talk about the need for a new language of humanized growth, of regenerative growth - one in which purpose has to be business model.
Chief Marketing Officer, Dole Sunshine Company
No matter size or market position, every brand today needs to be a challenger brand – even if that means the challenging itself. That’s the view of Andisa Ntsubane, Africa Marketing Leader of the Year and CMO of Vodafone Africa. For Andisa, “challenging” means constantly progressing a brand and its category. It means instilling a challenger mindset across the organization. It means introducing approaches into complex B2B categories like “disruptive simplicity.” And it means having the commitment not just to transform a brand, but to transform lives. Get ready to be challenged at this not-to-be-missed presentation.
CMO, Vodaphone Africa
The value and importance of brand in B2B has never been more important than it is now – and its importance will only grow. Increasingly, B2B customers have the same or even greater expectations of the brands they do business with as consumer do. At Salesforce, values very much drive brand marketing, both internally and externally. The “Team Earth” Super Bowl spot starring Matthew McConaughey reflected a core Salesforce value that business should be a platform for change. The creatures and characters in the acclaimed “We Bring Companies and Customers Together” campaign reflect the company’s commitment to sustainability. But for Salesforce, doing good equates to doing well. The net result? Salesforce is now a top 10 global B2B brand. Explore more with Jo Pettifer.
VP UK&I Marketing, Salesforce