Seminar of the Brand New-project

19.10.2017 13:00-16:00

Seminar of the Brand New-project

Auditorium Futurum
The Brand New-project (2015-2017) aimed at understanding the dynamic construction of corporate brand image from the perspectives of personnel, customers and management.

The brand image is increasingly created by customer experiences shared in social media. This means that the corporate management and marketers have less and less control over the brand image that prevails. Hence, staff in customer service has a key role in building the corporate brand image.

The seminar language is mainly Finnish.
To ensure a seat and coffee, please register to the seminar by October 12, 2017. Welcome!


13:00​ Opening

​13:10​ Key note: From brands with a heritage to corporate heritage brands, Nicholas Ind, Writer & Partner in Equilibrium Consulting, Norway

14:30 ​Corporate partners:

​​Henkilöstöjohtaja brändin johtajana - Kirsi Mettälä, henkilöstöjohtaja, Skanska 

​​Tapiolan Lämmön henki - Lars-Erik Stenbacka, talousjohtaja, Tapiolan Lämpö

​​Isännöinnin brändimurros - Pekka Harjunkoski, Asiantuntija T&K, Isännöintiliitto

​15:15​  Researchers
Kolme oivallusta - Anne Rindell, Hanken,  Virpi Roto, Aalto-yliopisto,  Inka Lappalainen, VTT

​15:45​ Closing and launching of publications

Key note speaker:

Nicholas Ind is a writer and partner in Equilibrium Consulting. Nicholas has authored twelve books about corporate image and branding governance, Brand Desire (2016) as the latest one. He has worked on projects for adidas, Telia, Mexx, British Council, Foreign and Commonwealth Office, Unilever, Telenor, The Swedish National Theatre, and Unicef, among others. He is an Associate Professor at Kristiania University College and a Visiting Professor at ESADE, Barcelona and Edinburgh Napier University.