• Transform magazine
  • June 25, 2017

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2015 Transform conference Asia-Pacifc

Hong Kong,

Transform conference Asia-Pacifc

Transform conference Asia-Pacifc

Programme

Time
Description
Speakers
09:00

Registration

09:20

Welcome and open address

Andrew Thomas
publishing editor
Transform magazine

09:30

Never Standing Still - the Hong Kong ballet rebrands

Hong Kong Ballet is a melting pot of creative talent, exuding energy, ambition and vibrancy. MerchantCantos developed a very strong and clear brand strategy to reflect this with external expression of the new brand ambition “Never Standing Still”. Paul Tam, executive director of the Hong Kong Ballet will take the attendees on the journey of the recent rebrand and show how the company arrived at the proposition of "Never Standing Still". 

HK ballet.jpg

Paul Tam
executive director
Hong Kong Ballet

09:50

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning.

Discussion groups will cover:

  • Internationalising your brand
  • Employer brand management
  • Maintaining your brand's image and reputation
  • Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here. 

10:15

Preparing your brand for a financial transaction

This session looks at how to prepare your brand for a merger, acquisition or IPO. What needs to be done to prepare the internal team, to ensure brand values are communicated and you brand is recognisable.

 

Futurebrand.png

Lucien Harrington
managing director, FutureBrand, Greater China
Futurebrand

FutureBrand and Hoau.jpg

Speaker to be confirmed
Hoau

10:35

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning. 

Discussion groups will cover:

  • Internationalising your brand
  • Employer brand management
  • Maintaining your brand's image and reputation
  • Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here.

11:00

Developing a destination brand: Hong Kong

Destination branding is about the management and differentiation of promoting the destination to attract visitorsWith travel becoming more affordable, easier and fast growing with new technology and so many more choices, the destination brand need to be even more differentiated to stand out and keep top of mind. As such, it's a topic from which anyone, tasked with their organisation's brand development, can learn. Michelle Tan from Hong Kong Tourism Board shares Hong Kong's approach to destination branding

Hk Tourism Board_brand conference.jpg

Michelle Tan
senior manager, brand marketing
Hong Kong Tourism Board

11:20

Break and refreshments 

11:40

Uniting the touchpoints - the Asia Miles story

How might Aisa Miles embody its refreshed brand, and deliver a memorable customer experience with the simplest of physical touch-points, when the brand largely engages with its members digitally?

Marcus Lui, head of customer experience & design at Asia Miles, shares a case study illustrating his new role at Asia Miles, converging the innovation of customer experience with the delivery of a brand experience that communicates the values of Asia Miles as a brand, signalling the evolutions of Asia Miles as a travel and lifestyle rewards programme

Asia Miles Logo_horizontal.jpg

Marcus Lui
head of customer experience and design
Asia Miles

12:00

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning. 

Discussion groups will cover:

  • Internationalising your brand
  • Employer brand management
  • Maintaining your brand's image and reputation
  • Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here.

12:25

Strategy first

All great branding is led by strategic thought. The imagination that goes into the creative design of visual identities, typography, brand experience and brand communications is always grounded by a well thought through and researched strategy. This session delves into the importance of strategy and the best approach illustrated by a fantastic case study.

Speaker to be announced shortly.

12:50

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning.

Discussion groups will cover:

  • Internationalising your brand
  • Employer brand management
  • Maintaining your brand's image and reputation
  • Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here.

13:20

Conference round up and finish

Andrew Thomas
publishing editor
Transform magazine

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