Many managements and directors within service brands do not fully understand how branding and the branding process work. They have reached a position where the ever-changing world of brands and modern customer expectations is passing them by. Sometimes, no often, they may not even understand their own brand!

This conference is designed to enable these key players to forensically examine their own brand at management level and create a new strategy that looks at all the complementary and potentially conflicting elements of their brand. At the end, a pathway towards a new brand will have been developed, with the full understanding and agreement of those who take part.