For the full content of the conference and to register, go to the link >>
Brand Academy's 3rd branding conference in collaboration with Walla!
Marketing and Digital./Brand Academy
When the lecturers of the branding conference that was supposed to take place on 11/16 refused to come to Israel on the new date, 4/4/2024 and did not even agree to lecture online, a colleague, the founder of the Brand Academy, did not imagine that the final result would be much better.
Brian Collins, founder of Collins, the award-winning global branding agency, one of the most charismatic lecturers in the world, and Jacob Benbonen, founder of Saffron, the branding agency he founded together with the legendary Wolf Olin, will participate in the 2024 annual branding conference.
The 3rd annual conference of brand managers in Israel will take place This year at Cinema City Gillot.
About 900 brand managers, designers, branding and marketing people, will gather for an intensive seminar, with 10 lectures by leading lecturers in their field who will present case analyses, models and strategies.
This year the theme of the conference will be how to create added value for a brand in such a competitive world.
This is without a doubt one of the challenges that the marketing and brand management teams go through every day: the impulsive desire to generate immediate sales and increase revenue, versus the long-term thought of creating added value that the brand will provide to customers who choose it.
So let's take a closer look at the lecturers from abroad and their lectures.
Jacob Benbonen, founder and CEO of the international branding agency Saffron
Jacob Benbonan/PR
Jacob Benbonen is an authority on international branding.
In 2001 he founded Saffron Brand Consultants together with his partner Wally Olins.
In addition, he is the president of the Spanish Branding Association (AEBRAND) and actively collaborates in the Master's Degree in Communication at the IE Business School, among other professional activities.
The agency has branches in London, Madrid, Vienna, Istanbul, and partnerships in New York and Sao Paulo.
Some of Saffron's notable clients include: YouTube, Coca Cola, Siemens, Engie, Goldman Sachs, Santander, T-Mobile, Vueling, BBVA, Bankinter, Sodexo, Flying Tiger Copenhagen, Pacha, A1 Telekom Austria, C&A Doha -Turk cell, Vueling, C&A, Fujitsu, Raiffeisen Bank, LVMH, Iberia, Lloyd's of London, Swiss Re.
In his lecture
Making memorable brands,
Jacob will discuss all the ways in which a memorable brand creates a strong company, starting with speeding up decision-making, through increasing premiums, encouraging repeat purchases and more.
Saffron makes brands memorable by delivering on the promise of experience across strategy, design and product.
"We build the foundations of your brand so that they are authentic to you, relevant to your customers and different from your competition. In doing so, we create a promise that inspires people to help your business succeed."
In the lecture, Jacob will tell how they do it.
Extend the act
This is how you will improve performance and pleasure in bed - with an exclusive sale
in collaboration with "Gabra"
Brian Collins, co-founder at business transformation firm Collins
Brian Collins./PR
The COLLINS company, based in San Francisco and New York, started with two laptops, four desks and an idea: design is not what they will make.
Design is what will make the impossible possible.
Since then, the company has been named AdAge's Agency of the Year for 5 consecutive years (2019-2023), including the coveted title of "Business Transformation Agency of the Year" at D&AD (2021).
Prior to launching COLLINS in 2008 with Leland Maschmeyer, Brian led the design and brand innovation division at Ogilvy Worldwide for over a decade.
He is considered one of the most charismatic and sought-after lecturers in the world.
His special lecture will be held online for conference participants.
In his lecture
Brand Transformation: Seeking the Hidden Dragon,
Brian will tell how a brand is often used as a wrapper for the company's activity and not as a filter that filters, but the brand strategy can and should be further promoted in the decision-making process - not only to change the expression of the company's value, but also to shape Fundamentally the value created.
In this session, Collins dives into the business challenges of the brand and the business that the managers and all conference participants face.
Michelle Wales, founder of Embedded brand strategy
Michelle Wales./PR
Michelle leads Embedded, a branding agency that combines McKinsey's business strategy with the creativity of an advertising agency.
Michelle has worked at world-leading companies such as McKinsey, P&G and Ogilvy, growing iconic brands including Old Spice, Tesco, Coca-Cola, Budweiser and Aetna.
In recent years, she has been helping start-ups and companies leverage the brand as a growth strategy.
In her lecture
The Brand Flywheel - How to leverage brand as a growth strategy,
Michelle will talk about branding as an important strategy for any company.
In many organizations, brand is considered a subset of marketing.
In companies where the brand is the product, the brand is not just part of the marketing, it is the whole organization.
A brand is a strategy.
In this lecture we will review how brand leading companies operate in practice - and how to position the brand as a strategic force for the growth of the organization.
For the full content of the conference and to register, go to the link >>
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