“Why Brands Want to be Like People & People Want to be Like Brands….and why the CFO should care” with Andrew Baxter
Tuesday, 25th August @ 1:00 pm - 2:00 pmFree – $50.00
During tough economic times, spend on marketing and brand often comes under pressure. Afterall, the nature of an intangible asset is that it can’t be seen or easily measured. But is that the right move? Brand analysts estimate the Coca-Cola brand, one of the world’s most recognisable, is worth anywhere between US$30 billion and US$75 billion. That 150% range of uncertainty will naturally give finance heads pause, but the fact remains – at either end it’s a number well worth heeding. So just how well equipped are CFOs to understand and manage the significant, and potentially risky, brand asset – for their corporations, and for themselves?
To help us answer that question, and delve into the four key pillars that make a brand successful, FEI is thrilled to welcome Andrew Baxter, Chair and Non Executive Director; former Chairman of Publicis Communications; Senior Advisor to KPMG’s Customer, Brand and Marketing business; Senior Advisor at BGH Capital; Adjunct Professor of Marketing at the University of Sydney, and…..wait for it…….the man who was CEO of the agency that gave us Rhonda and Ketut!
Named as one of Australia’s Top 40 LinkedIn Influencers, Andrew’s the perfect leader to help us think about brand in business as well as how it relates to our careers. Having witnessed a sliding-door moment over the last decade, with brands wanting to become more like people, and people wanting to become more like brands, Andrew will take us through cases studies including household names such as Jamie Oliver, Kevin Rudd, Qantas and Australia Post to investigate how companies have thrived by taking on the values and traits we admire in people, and people have likewise gained success by understanding classic brand theory.
For those in or aspiring to the C-suite, a strong knowledge of brand management is becoming an increasingly critical capability in a social-media driven, always-on economy. Don’t miss this prime opportunity to learn from one of the best.
This event is free for FEI members but open to FEI members and non-members alike.
With their learning orientation, FEI events typically meet the requirements for CPD for professional bodies. This event would be regarded as 1 hour of CPD.