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
More speakers to be announced shortly...