2015 Transform conference Asia-Pacifc

Registration

Welcome and open address

Never Standing Still - the Hong Kong ballet rebrands

Hong Kong Ballet is a melting pot of creative talent, exuding energy, ambition and vibrancy. MerchantCantos developed a very strong and clear brand strategy to reflect this with external expression of the new brand ambition “Never Standing Still”. Paul Tam, executive director of the Hong Kong Ballet will take the attendees on the journey of the recent rebrand and show how the company arrived at the proposition of "Never Standing Still". 

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning.

Discussion groups will cover:

• Internationalising your brand
• Employer brand management
• Maintaining your brand's image and reputation
• Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here. 

Preparing your brand for a financial transaction

This session looks at how to prepare your brand for a merger, acquisition or IPO. What needs to be done to prepare the internal team, to ensure brand values are communicated and you brand is recognisable.

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning. 

Discussion groups will cover:

• Internationalising your brand
• Employer brand management
• Maintaining your brand's image and reputation
• Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here.

Developing a destination brand: Hong Kong

Destination branding is about the management and differentiation of promoting the destination to attract visitors. With travel becoming more affordable, easier and fast growing with new technology and so many more choices, the destination brand need to be even more differentiated to stand out and keep top of mind. As such, it's a topic from which anyone, tasked with their organisation's brand development, can learn. Michelle Tan from Hong Kong Tourism Board shares Hong Kong's approach to destination branding

Break and refreshments 

Uniting the touchpoints - the Asia Miles story

How might Aisa Miles embody its refreshed brand, and deliver a memorable customer experience with the simplest of physical touch-points, when the brand largely engages with its members digitally?

Marcus Lui, head of customer experience & design at Asia Miles, shares a case study illustrating his new role at Asia Miles, converging the innovation of customer experience with the delivery of a brand experience that communicates the values of Asia Miles as a brand, signalling the evolutions of Asia Miles as a travel and lifestyle rewards programme

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning. 

Discussion groups will cover:

• Internationalising your brand
• Employer brand management
• Maintaining your brand's image and reputation
• Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here.

Strategy first

All great branding is led by strategic thought. The imagination that goes into the creative design of visual identities, typography, brand experience and brand communications is always grounded by a well thought through and researched strategy. This session delves into the importance of strategy and the best approach illustrated by a fantastic case study.

Speaker to be announced shortly.

Workshop discussion

After each presentation, delegates will be split into four groups and join a discussion workshop. Your peers are often as informative as industry experts as they are able to share different opinions and perspectives and offer real life experiences. Each group will rotate between the four different workshop sessions over the course of the morning.

Discussion groups will cover:

• Internationalising your brand
• Employer brand management
• Maintaining your brand's image and reputation
• Measuring the success of a brand project and ensuring ROI.

Details of the questions delegates will discuss can be found here.

Conference round up and finish