Estratégia de Marca
Estrategas e criativos que ajudam as organizações a construir marcas que ressoem, se diferenciem e perdurem
Speakers Associates represents 172 speakers on Estratégia de Marca, including Arnt Eriksen, Peter Fisk, Neri Karra Sillaman, Mark Ritson, Mick Mahoney, Katherine Melchior Ray, Chris Endersby & Mickey Wilson, Liv Marks, Chris Endersby e Dr Karen Nelson-Field PhD.
Buyers no longer respond to outbound noise. They choose the names they already trust before a sales conversation begins. The strategic question for marketing and revenue leaders is how to engineer that trust as a repeatable system, not a fortunate by-product of brand spend.
Most products, messages and change initiatives fail not because the idea is wrong, but because it does not move through people. Buyers know they need word of mouth, persuasion that lands, and customers and employees who actually shift behaviour. What they lack is a tested model for which specific levers cause that to happen.
Trust between brands and the people they sell to has eroded faster than marketing functions can rebuild it. Generative AI now writes the copy, targets the audience and shapes the campaign, and consumers know it. The commercial question is no longer how to be seen, but how to be believed.
Building a brand on values is the easy part. Making the values commercially durable when a multinational acquirer takes over, or when scale forces compromises on sourcing, pricing and supply, is where most ethical businesses lose their edge. Leaders need a credible read on how purpose survives growth, ownership change, and the day-to-day mechanics of running a consumer business.
Most senior leaders cannot answer a basic question: how does our organisation actually sound, to customers, to staff, in the rooms where decisions get made? Listening is treated as etiquette and speech as performance, when both are operating variables that move engagement, retention and trust. Without a working theory of how sound and attention shape behaviour, communication investment defaults to volume.
Working parents are now a majority of the corporate workforce, but most policies, benefits and culture programmes were not designed around them. The result is quiet attrition of women in their thirties, AAPI and South Asian talent who feel culturally invisible, and a wellbeing gap that retention metrics miss. The companies that close it understand that parents are not an edge case to accommodate; they are the operating reality.
Most senior leaders inherit organisations that talk fluently about culture and inclusion and deliver very little of either. The board wants growth, the workforce wants meaning, and the gap between the two has widened since the pandemic. Leaders need someone who has closed that gap inside a FTSE-scale business, with the numbers to prove it.
A brand that wins in one market often falls flat in the next. Leaders know they must adapt to local culture, but not which parts of the brand are sacred and which should flex. Get that judgement wrong and you either dilute the brand or alienate the customer, and now speed of reach makes the error faster and more expensive.
Most consumer-facing businesses can describe their product. Far fewer can describe what their brand actually stands for, or defend it when growth pressure pulls the offer in five directions at once. Leaders running creative, design-led or founder-led companies need a clear-eyed view of how a distinctive aesthetic becomes a durable commercial asset, and where it stops being one.
Brands are investing heavily in digital experience and AI-driven personalisation, yet emotional loyalty is declining. Modern consumers – especially Gen Z and Gen Alpha – judge brands not by service quality but by authenticity, community, and belonging. Most leadership teams can describe their customer experience; almost none can explain why their customers stay.
Most companies still compete on what they sell. The pricing, the features, the specifications. That posture turns the product into a commodity and the customer into a transaction. The harder commercial problem is becoming a company people will go out of their way to choose, defend and talk about, and very few leadership teams know how to engineer that on purpose.