To unlock latent commercial potential and deliver tangible business results branding must operate in the “real” world not a theoretical one. The imperative is to change as you, making simple branding changes that deliver a commercial difference, instead of configuring grand brand plans that, in practice, rarely leave the page they are written on.

Dr Keith Glanfield, based on his new book “Brand Transformation”, will explore the “art of the possible” rather than “the art of the perfect”, discussing how to accelerate a firm’s branding performance, to make a commercial difference, without derailing day-to-day business activity. Concentrating on what is commercially feasible instead of marketing perfection.

This event is organised in conjunction with the Chartered Institute of Marketing (CIM).