This event is open to paid Forum members (Partners & Client-Side - FCA or PRA regulated)
We will be accepting arrivals from 09:00am, and the discussion will begin at 09:30am.
Rebrands are defining moments for both marketers and businesses, but once the dust has settled and the headlines fade, what happens next? Do they create lasting change or simply fade back into the ordinary, and what long-term impact does rebranding have on brand perception and client experience?
In a sector of constant restructures, mergers and acquisitions, rebrands have become a familiar sight, though their effects are rarely examined in detail. Beyond the post-launch high, what purpose does rebranding truly serve for a business?
From how customers respond over time to how brand changes are sustained internally, we’ll explore when a rebrand needs to be more than a visual refresh, the role of CX and service design in making it stick, and what it takes to ensure that a rebrand delivers lasting value to the business instead of a short-lived buzz.
Chaired by:
Lucian Camp, Brand and Marketing Consultant, Lucian Camp Consulting
Lucian Camp began his career as a copywriter some 30 years ago, working initially on products that you can eat, drink, drive and wear, but after ten years or so he discovered the subtle pleasures of the financial world, and has concentrated on it ever since. He has always worked on the creative side of the business, and continues to write for a number of clients as well as being his agency’s creative director.
He writes and speaks frequently on financial services marketing and communications topics, and maintains a strong belief that more interesting and engaging communications could play a big part in helping people manage their finances more actively and more successfully.
Speakers:
Laura Oliphant, Founder, Stand
Laura is a brand and communications strategist who has spent much of her career helping financial services organisations build brands that endure. After beginning in behaviour-change comms across government, she moved agency side, where she played a central role in launching two UK banks and has since guided multiple firms through complex rebrands, restructures and shifts in market positioning. Her focus is on what drives a rebrand, and what happens next - from building brand value, to embedding it internally, and communicating it externally.
Known for helping businesses find a clear market gap and filling it in a way that resonates with customers and investors, Laura works across corporate and consumer audiences to create brands that remain distinctive in a crowded FS landscape. She writes and speaks on the long-term impact of repositioning a brand, and the role strategic insight and comms plays in building brand belief.
Vincent Hooplot, COO, Chief Strategist & Member of the Board, Fundamental Group
Vincent has decades of experience in asset management distribution, marketing and technology. Before becoming an entrepreneur and board member at Fundamental Group, Vincent worked for several global asset managers. He is a former Global Marketing Director and Senior Vice President at Robeco, former Global Head of Marketing at NN IP and former European Head of Marketing at Aegon Asset Management. During his time in asset management he managed several complex global rebrands across these organisations.
As COO at Fundamental Group he combines his in-depth knowledge of both international asset management and marketing to provide outcome-oriented marketing and creative solutions to fund managers.
Kathryn Lewis, Head of Asset Management Brand & Digital Marketing, M&G Investments
Kathryn Lewis is the Head of Asset Management Brand & Digital Marketing at M&G Investments. She has worked in the FS industry for over 15 years and has headed up an international events team, major sponsorships – including the RHS Chelsea Flower Show, the rebrand delivery of the M&G plc family of brands and most recently the transformation of M&G’s Digital estate & Social Media. Kathryn is an alumni of Cardiff University and has undertaken a mini MBA in Management. When not working Kathryn is a (mostly) keen cold-water swimmer (and yes she does own a dry robe!)
Malcolm Fried, Chief Marketing Officer, Ninety One
Malcolm Fried is the chief marketing officer of Ninety One, the global asset manager with major hubs in London and Cape Town. He was formerly the CMO of Investec. Prior to that, Malcolm was the head of Bloomberg’s media business for EMEA. His first job was reading the news on a Top 40 music radio station.
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