Is your brand fit for… whatever’s coming next?


Predicting the exact shape of the future is a mug's game, but at least one thing is clear:  we're all making a big and rapid move along the spectrum from the real world to the virtual.  Yet how many of us really define and express our brands on a digital-first basis?  How many are still trying to work with brand guidelines primarily written for the era of ink on paper?   In this session we'll consider:

-         The importance of core messaging

-         Differentiation in the digital space

-         The lessons to be learnt from challengers

-         How to see legacy brands through a digital lens



Richard Buchanan, Managing Director and Founder, The Clearing

Chair: Lucian Camp, Brand & Marketing Consultant, Lucian Camp Consulting

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