The Brand Builders Fight Back

Brand building is under fire. Despite the wealth of evidence illustrating the importance of long-term brand building, an excess of data has bred a culture of short-term tactics driven by short-term metrics.

Here you can access the slides and recordings from our Brand Builders Fight Back event, featuring presentations from:

• Helen Edwards (Partner at Passionbrand and Marketing Week columnist), explores the polarisation in marketing discourse and how to successfully build your brand you have to overcome these divides and do everything.
• Jon Harper (Head of Brand Health Tracking, Ipsos), explains what a brand mental network is and how it can be harnessed to uncover the associations people have with your brand and where you are distinctive from competitors.
• John Banerji (Director in Customer Experience, Ipsos), discusses how your brand must meet customer expectations in order to maintain a strong brand mental network and convert uncommitted to committed customers.
• Eleanor Thornton-Firkin (Head of Creative Excellene, Ipsos), explores the links between culture and advertising, and how targeting your advertising to tribal audiences can create positive responses to the brand and add distinctive attributes to your brand mental network.

View the slides

See the presentations

Welcome - Lucy Burnham, Ipsos

Helen Edwards, Passionbrand

Jon Harper, How to Fight Back: Nurture Your Brand's Mental Network, Ipsos

John Banerji, Nurture Your Network: Reap the Experience Reward, Ipsos

Eleanor Thornton-Firkin, Nudging the Brand Mental Network with Advertising, Ipsos