The Brands Lectures

Past Lectures

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  The 9th Brands Lecture

  In brands we trust

  Lord Bilimoria, Cobra Beer

  Brands have existed throughout our human history. Symbols, crests, Coats of Arms are all brands that have stood for something in which we believe and have faith. A brand promises trust, respect and consistency. In essence a brand is what a brand does.

  In this lecture, Lord Bilimoria presented the challenges of creating a trusted and respected brand in a fiercely competitive market, talking about the obstacles facing a start up business and how he positioned and communicated the brand to break through. He paid particular attention to the challenge of trying to control and...

  Brands have existed throughout our human history. Symbols, crests, Coats of Arms are all brands that have stood for something in which we believe and have faith. A brand promises trust, respect and consistency. In essence a brand is what a brand does.

  In this lecture, Lord Bilimoria presented the challenges of creating a trusted and respected brand in a fiercely competitive market, talking about the obstacles facing a start up business and how he positioned and communicated the brand to break through. He paid particular attention to the challenge of trying to control and change the perception of a brand as it grew.

  But brand perception is not unique to business. Politicians and countries are also brands and are equally susceptible to change and renewal. Brand ‘Obama’ provides a powerful example of linking branding to leadership, and also the most emphatic example of successful branding in the internet age.

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• 

  The 8th Brands Lecture

  Can brands save the world? Let’s hope so

  Richard Reed, Innocent Drinks

  Richard has a vision of companies behaving in a socially responsible way while being financially strong and successful at the same time. Clearly passionate about his subject, in his Lecture he takes a critical look at business and the unintended consequences of capitalism, in terms of climate change, obesity and poverty for example. However he sees capitalism also as the solution to these problems. Business is uniquely placed to make a difference and he argues forcefully that companies can be financially successful and do good too. He calls on business to be about money and one other...

  Richard has a vision of companies behaving in a socially responsible way while being financially strong and successful at the same time. Clearly passionate about his subject, in his Lecture he takes a critical look at business and the unintended consequences of capitalism, in terms of climate change, obesity and poverty for example. However he sees capitalism also as the solution to these problems. Business is uniquely placed to make a difference and he argues forcefully that companies can be financially successful and do good too. He calls on business to be about money and one other thing – that “other thing” being something that makes the world a better, safer place. This is Capitalism 2.0.

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• 

  The 7th Brands Lecture

  They think it’s all over…

  Martin Glenn, Birds Eye Iglo

  There is a diminishing belief that brand management can lead an organisation as it could in the past. Martin Glenn in his Brands Lecture identifies five negative forces that are destroying the confidence of marketers and weakening the authority of brand management, ranging from the squeeze on margins to ever closer public scrutiny of the way companies do business.

  So what can be done to restore self-confidence and for brand management to reassert its role in delivering results for an organisation? Martin calls for a re-launch of brand management and proposes five functional...

  There is a diminishing belief that brand management can lead an organisation as it could in the past. Martin Glenn in his Brands Lecture identifies five negative forces that are destroying the confidence of marketers and weakening the authority of brand management, ranging from the squeeze on margins to ever closer public scrutiny of the way companies do business.

  So what can be done to restore self-confidence and for brand management to reassert its role in delivering results for an organisation? Martin calls for a re-launch of brand management and proposes five functional improvements to transform its role.

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