• Transform magazine
  • April 26, 2018

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Middle East Brand Summit

Dubai,

Middle East Brand Summit

Middle East Brand Summit

Programme

Time
Description
Speakers
08:30

Registration and refreshments

09:00

Welcome and opening address

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Andrew Thomas
publishing editor
Transform magazine

09:15

Keynote address

 

09:35

The enduring appeal of purposeful branding

Purposeful branding has the power to change the commercial dynamics of brands. Brands and their leaders are tapping into this growing trend by rediscovering and articulating their core values. We will hear from companies putting purpose at the forefront of their brand strategies.

In this session, delegates can expect to hear different perspectives on purposeful branding and ideas on how it can be cascaded internally throughout an organisation and shared externally with key stakeholders.

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Ganga Dhanesh
assistant dean research and graduate studies
Zayed University

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Dale Potts
marketing and communications director
Atkins

Asma Shabab
marketing & communications leader
Watson Internet of Things IBM Middle East, Africa & Turkey

10.15

Transform Tales: The Aljazera story

The conference will be punctuated with
a series of short sessions in which
delegates will be taken on a brand’s transformation journey.

Our first journey follows Fitch’s award-winning work with the supermarket Aljazera. Fitch designed a new brand for the chain that reflected the businesses new emphasis on fresh food, representing the diversity and boldness of Saudi food culture to local communities, working around the key message of ‘Unlock Fresh Flavours’. Fitch’s design director Jimmy Kmeid will guide delegates through the strategy.               

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Jimmy Kmeid
design director
FITCH

10:40

The rise of multi-sensory brand experiences

A visual brand identity isn’t enough in a multi-sensory world. An organisation needs to think about its audio brand identity, its olfactory brand identity,
its overall brand experience and beyond. With this, a new scientific approach has emerged that attempts to understand how the different senses work together in brand development.

During this session, sector experts will share their wisdom on creating a memorable brand experience.

 

This session is sponsored by MassiveMusic

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Professor Christopher Abraham
CEO & sr vice president - institutional development
S P Jain School of Global Management

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Zeinab Stapic
consumer insight manager MENA + SEA
BRF

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Roscoe Williamson
head of branding & partner
MassiveMusic

11:20

Coffee break

 

 

11:45

Different strokes: changing localities around the world

Changing demographics around the world has led to new challenges in the localisation of multinational brands. Ensuring branding and marketing is culturally appropriate can be the make or break for brands. Even huge multinational companies can suffer if they refuse to adapt their brand strategy to reflect the country they are in.

This session explores how some companies have risen to those challenges.

This session is sponsored by Greenspace

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Baher Al Hakim
co-founder & CEO
Medicus

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Lene Nielson
managing director
Greenspace

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Melanie Raymer
marketing and communications manager
Make-A-Wish Foundation

12.25

Transform Tales

The conference will be punctuated with
a series of short sessions in which
delegates will be taken on a brand’s
transformation journey.

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Dee Murphy
partner - managing director
Bellwether

12.45

Networking lunch

 

13.35

Roundtable discussion

These breakout sessions will give delegates the opportunity to discuss their own approaches to branding, while learning from their peers. With five topics to choose from, each table will be chaired by an industry-leading agency representative.

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Noella Ekezie
founder/CEO
Ellae Creative

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Hasan Fadlallah
founder and CEO
Brand Lounge

14:25

Transform Tales

The conference will be punctuated with a series of short sessions in which delegates will be taken on a brand’s transformation journey.

14:55

Location, location, location: the art of place branding

In a globalised world, places increasingly vie for attention. In such a highly competitive environment, place branding can help by building competitive identity to influence perceived images in relevant markets.

During this session, experts successfully using place branding will explore how brand equity can be built up when underwritten with the identity of the nation, region, local area or city its linked with.

15:35

Coffee break

15:55

 

What impact does rebranding have on the employer brand? 

A new vision and values. Companies rebrand for a variety of reasons; a new CEO, a new entrant into the market, a merger or acquisition, a changing economic landscape or maybe even a crisis. As a brand's identity changes, how can an employer ensure its new vision for the company's external stakeholders is understood and reflected by its internal audience?

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Negin Cooper
head of talent acquisition & HR business partner
L'Oreal

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Gavin Walford-Wright
executive director, talent acquisition & internal mobility
Cleveland Clinic Abu Dhabi

16:35

Conference round up and finish

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Andrew Thomas
publishing editor
Transform magazine

19:00

Transform Awards Middle East North Africa ceremony

Tables and tickets are available to this glittering awards ceremony.

To book your place and to find out more, www.transformmagazine.net/awards/mena/ 

When & where

 

Date: Tuesday 8 May

Times: 0830 - 1630

Venue: St Regis Dubai, Al Habtoor City, Dubai

Sponsors

If you are interested in sponsoring and showcasing your brand the Middle East Brand Summit please email Andrew ThomasBespoke packages are available. 

Supporting Partners

If you are interested in being a supporting partner or would like a press pass to cover the Middle East Brand Summit please email Michelle Kibble