Corporate Branding: Towards the second wave

Conference

Majken Schultz' new book ‘Corporate Branding: Purpose/People/Process’ introduces Corporate Branding as an evolving concept pointing at the future challenges of Corporate Branding as a strategy. Corporate Branding is regarded as a holistic process involving multiple functions in the organization. Once and for all, the book brings an end to Corporate Branding as being solely about design, style and external communication. The book and the seminar suggest ways of implementing your Corporate Brand in a global world were consumers and employees constantly expect individual involvement.

What is Corporate Branding?

Why is the traditional marketing defi nition of Corporate Branding not enough? How is the second wave of Corporate Branding different? What does it mean that Corporate Branding becomes strategy? How do corporate brands change? How do corporate brands involve their stakeholders? 

Case studies:

LEGO Group presents how they work with consumer relations as a means of strengthening and developing their Corporate Brand. Danisco provides insights into the challenges of building a Corporate Brand at a global scale.

Guest Key Note Speaker: Erich Joachimsthaler, PhD, CEO of Vivaldi Partners. He is internationally recognized for his branding books with David A. Aaker and is the founder of the consultancy company Vivaldi Partner based in New York working with a range of global clients. Eric Joachimsthaler offers his view on the future challenges of Branding.