Transform Brand Summit MEA 2023

Registration and breakfast

Welcome and opening address

Human 2.0.

This interactive keynote session, led by John Sanei, will provide participants with strategies and insights to navigate the challenges of today and create a better tomorrow. Attendees will learn how to build organizational agility and resilience while keeping the lights on, and why it’s crucial to embrace lasting transformation. Through case studies, research insights, and interactive exercises, participants will gain a better understanding of how to overcome emotional blocks, biases, and assumptions that hinder success, and how to build successful teams for the future.

1000 Great Arab Minds 

The UAE’s Great Arab Minds initiative aims to facilitate the recognition of Arab scientists, intellectuals, doctors and engineers and their contribution to shaping a brighter future for Arab generations. The aim is to reward 1,000 great minds over a five-year period. Abjad Design will talk through the Great Arab Minds strategy and creative treatment. 

Coffee and networking

Brand development in a blockchain world

The world is suddenly talking about Web3.0. This session focuses on this, particularly it’s emphasis on decentralization, blockchain technology, token-based economics and its role in the future of brand strategy and design. Although Web3.0 is still in its infancy, Skyne’s Dennis de Rond will showcase real-world examples of successful blockchain-based brand designs, including the use of NFTs and other emerging technologies. The session promises to be informative and engaging for anyone looking to stay ahead of the curve.

Branding the intangible: place and destination branding in action

Destination branding is such an important topic within this region. This session includes speakers from Arada, Atlantis in Dubai and Edamah in Bahrain. The session will delve into each case study, offering valuable insights on their successful destination branding campaigns. Attendees can expect to gain practical knowledge on developing a compelling destination brand strategy and how organisations can communicate a destination's unique value proposition to its target audiences. The session will culminate in an interactive panel discussion allowing attendees to engage with the speakers and learn from their experiences.

Brand saliency and reputation

This session highlights the link between brand saliency and reputation that enables functional integration between brand, marketing and communications. The session will provide valuable insights for businesses looking to build and maintain a strong brand that resonates with its stakeholders. Attendees will come away with actionable strategies and tactics for enhancing their brand's reputation and transforming their culture from within.

Lunch and networking

Soundscaping your brand: audio branding in action

Fewer than 20% of the Fortune 500 have sonic brand identities, but it seems the world is catching up. This year the Best Use of Audio Branding category includes some amazing work from 360 ONE, alrajhi bank, Aramco and Visit Saudi. Speakers from some of these agencies and their clients will explore the importance of sound, and share insights on how to develop effective audio brand strategies.

Brand values start from within

A strong brand is built on a foundation of clear values that guide all aspects of a company's culture and behavior. NEOM is committed to redefining the future through its focus on sustainability, innovation, and quality of life, and in this session NEOM’s Antony Lawrence discusses the importance of developing and communicating these brand values internally to help foster a strong sense of purpose, inspire employees, and align organizational goals.

Coffee and networking 

Experiential planning – a powerful branding tool

In this thought provoking session we explore experience planning and ask whether it is a component of branding or whether its a powerful tool that extends the possibility of the brand itself. Federica Busa draws from her experience in planning and delivering global events such as World Expo and focuses on the mindsets, skills and components that create physical and mental environments to meaningfully engage visitors and create memories that inspire and transform all audiences. 

Global brands – local contexts
Bridging national and cultural divides with brand localisation

This year, Pepsi turns 125 years old and suddenly everyone is talking about its brand. It’s a strong global brand that also understands the importance of remaining relevant to specific domestic audiences. Gianmauro Vella, PepsiCo’s Vice president and head of design for the GCR, APAC and Amesa regions, will provide insight on how the company navigates the cultural and linguistic nuances of the Middle East to tailor its global brand positioning. The session will showcase real-world PepsiCo examples, including its 'Mo Salah' campaign in Egypt, which has received widespread acclaim and for which it has been shortlisted in this year’s awards.

Closing remarks

End of conference