City Nation Place Global
9th annual City Nation Place Global, London
10
Nov
Focusing on what really matters
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Understanding the perspectives of different target audiences is central to a successful place brand strategy. It enables you to focus on what really matters and get improved results.
Surveying opinions of 100,000 respondents from 100 markets worldwide, Brand Finance’s Global Soft Power Index offers more data points on place brands than any other research study. This allows us to analyse what particular brand attributes drive reputation and influence among different audiences, and to help you design a successful place brand strategy.
Join us to use perceptions research to uncover what really matters and how that differs across audiences – from the United States to China, from Gen Z to Boomers.
Speakers
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David is the CEO and founder of Brand Finance Plc. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance.
David pioneered the Brand Finance Nation Brands study over 15 years ago and has led the development of our practice from nation brand valuation to soft power insight. He has extensive experience working with nations, regions, and cities, including the GREAT Campaign, Brand South Africa, Seoul Metropolitan Government, and Italian Trade Agency. He has provided strategic advice on tourism and foreign investment campaigns to governments and place brand managers on all continents.
David is a passionate writer and has authored many articles for the marketing and financial press on nation branding and brand valuation, published in numerous newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.
David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing.
Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.
Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.
In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, Austrade, and Cape Town Tourism.
Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.
Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.
Steve leads the market research practice at Brand Finance, including management of our proprietary research programme in over 30 markets and the Global Soft Power Index survey in 100 countries worldwide.
Steve has a wealth of experience gained across a 30+ year career focusing on understanding consumer values, attitudes, and behaviour around the world. He has widespread expertise in consumer values and trends, brand positioning and strategy, public opinion, nation branding, and advertising effectiveness. He has direct research experience across a diverse range of cultures, from single-market deep-dives through to the management of large global insight programmes.
Steve is an acknowledged expert on the impact of social forces (online social media and offline word-of-mouth) on brand choices, and how these drive commercial outcomes for brand owners. As such he is a regular speaker at industry conferences.