MA
In people businesses, which almost all financial services businesses are, brands are built from within. Without strong internal buy-in, the chances of success in the external marketplace are negligible. Yet the fact is that most internal brand-building initiatives achieve little - and many are actually counter-productive, leading to an increase in off-brand behaviour. In this session, experienced brand managers talk about what works and what really doesn't in the crucial area of internal brand development.
Panellists Include:
Annabel Venner, Global Brand Director, Hiscox
Neil Dawson, Chief Strategy Officer, Europe, Sapient Nitro
Piers Pollock, Executive Director of Strategy and Planning, The Gate London
