Agenda

18 November 2020
19 November 2020
14:00
Welcome remarks
14:05
Opening keynote: The big why

In today’s world where data determine the make-up of a brand, we should go back to the fundamental question of why your brand exists and what is your brand purpose.

  • What makes a brand modern and powerful?
  • Essential attributes to a purpose-led brand.
  • The myths of authenticity.
14:55
Start-up branding: from zero to hero

We are living in a world overwhelmed with ideas. Somewhere, right now, an entrepreneur is carrying an idea that could change the world.

  • How to build a brand from scratch?
  • The power of visual branding.
  • Branding strategies for small businesses.
15:30
Sponsor presentation
16:05
Panel discussion: Is sustainability just a romantic notion?

In Hong Kong, we see more and more products featuring the eco-label, and more and more brands integrating sustainability as part of their core values. Is sustainability the future for brands or just a romantic notion?

  • Is consumer in Hong Kong ready to embrace sustainable consumption?
  • Can sustainability and profitability co-exist?
  • Why sustainability matters to brands?
17:00
End of day 1
14:00
Welcome remarks
14:05
Panel discussion: How is COVID-19 affecting the world of branding?

COVID-19 has changed consumers’ attitudes towards brands, elevated the social impact of brands, and has brought a wide range of challenges to brands.

  • What role branding plays in the new normal?
  • Brands and corporate social responsibility during a pandemic.
  • How can brands use their influence and transform into positive action?
14:55
Presentation by Getty Images
15:30
Presentation by emotionLab
16:05
Closing keynote: From branding to bonding

Your brands are the bond between your business and your consumer, and now more than ever, your brand messages need to be personalized, accountable and consumer-driven. If you want to win long-term customers, bonding dictates the fate of your business.

  • The power of emotions.
  • How to create an emotional bond with customers you’ve not yet met?
  • What do brands need to consider when developing their voice?
17:00
End of Branding 360
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