Does branding in Europe have a unique flavour?
I’m going to be looking forward with interest to the Transform conference, given that ‘Brand Europe’ itself seems to have undergone significant changes. Are Europeans’ values shifting – paricularly those of consumers?
Brand management seems likely to have become a contentious issue, closely linked with corporate governance, which has the potential for challenge by value perceptions.
At the 2015 Transform Conference Europe, influence, reputation and creativity were key topics. Sustainability as a core brand positioning laid the groundwork for the current rise in purpose …