In this session...
In this session, Stephen Cheliotis, Chairman of Superbrands and CEO of TCBA will bring together a C-Suite group to debate:
• Is the definition and ‘role’ of brand within business shifting?
• Has the evolution of brand changed where it sits within the business?
• Is brand moving from marcoms to being integrated into wider business teams, and should it?
• Is sustainable brand building driving a shift to longer-term marketing strategies or is the pressure for short-term ROI winning