• Topic: “Online Brand Identity: Getting And Keeping Your Brand Future Ready”
Digital experts are becoming company leaders. However, the majority of digital strategy has traditionally been focused on driving short term sales and you can’t lead a company with short term focus, particularly not in a world of exponential change. Digital experts need to broaden their scope towards long-term business strategy which includes brand building. How do you bring your advanced digital knowledge together with the timeless aspects of brand building? What is the role of data versus strategy and creativity? What experiments should you start running now to be ready for a future five to ten years from now? That is the focus of the presentation of Joris Merks-Benjaminsen, author of the book “Online Brand Identity” and Head of Digital Transformation at Google.