Pete Bracegirdle, Co-Founder, Creative Coalition
Keynote title - How do small companies become big brands?
Workshop Summary
Big companies have a number of brand building advantages: the economies of scale, fame and familiarity, a trusted track record, budgets for advertising etc.
In previous Building Brands talks I have told a number of big brand stories that I hoped were useful in teaching us about the value of brand building and what builds brands most effectively.
But it has always bothered me that they were not as directly relevant to people working to build the brands of smaller companies and the challenges they face.
How do you define the right brand strategy from scratch?
How can you use the brand strategy to direct the whole organisation and everything it does?
How do you build a brand in the digital spaces when that is all you can afford at that time?
How do you build the brand AND drive sales with small budgets?
This talk shares the journey of how a small company is navigating through these questions to use the brand to power profitable growth.
I hope it offers a practical guide for how a small company can build a big brand.
About Pete
Brand and communications leader who believes creativity is the secret weapon to drive growth and change. 7 Cannes Grand Prix, Grand Effie, Global Effie Judge, Black Pencil, Emmy nomination.
