Middle East Brand Summit
Middle East Brand Summit
Registration and refreshments
Welcome and opening address
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.
assistant dean research and graduate studies
marketing and communications director
marketing & communications leader
Watson Internet of Things IBM Middle East, Africa & Turkey
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.
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
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
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.
Topics might include:
- Innovative brand strategies that adapt to emerging markets
- Re-imagining the challenger spirit
- Catalyzing brand evolution to adapt to consumer behaviour
- Bridging gaps and offering integrated brand experiences
- Creating memorable and compelling brand stories
- Attitudinal influences and brand loyalty
- Telling tales; the role of narrative and storytelling in brand strategy
- Digital transformation
- The art of brand differentiation
- Designing brand experiences in the age Of disruption
Transform Tales: The Nood 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 second journey follows JanesHarris’ award-winning work with the nut butter company Nood. JansenHarris’ creative partner Darien Harris will guide delegates through the strategy.
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.
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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Conference round up and finish
When & where
Date: Tuesday 8 May
Times: 0830 - 1630
Venue: St Regis Dubai, Al Habtoor City, Dubai
If you are interested in sponsoring and showcasing your brand the Middle East Brand Summit please email Andrew Thomas. Bespoke packages are available.
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