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Wed 22 Jun 2005 04:00 AM

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Branding and marketing added to Leaders in Dubai summit

Branding and marketing has been added to the agenda at this year’s Leaders in Dubai summit, after a survey conducted by the organisers following last year’s event showed that marketers made the best leaders.

Branding and marketing has been added to the agenda at this year’s Leaders in Dubai summit, after a survey conducted by the organisers following last year’s event showed that marketers made the best leaders.

Scott Bedbury who was responsible for Nike’s ‘Just Do It’ campaign, as well as the emergence of Starbucks, has been lined up to join the panel of international statesmen and business leaders at the conference from November 28 to 29.

Tina Schneidermann, president of Leading Minds, organisers of Leaders in Dubai, said that branding was the single most important issue for many of the conference’s target audience.“When we surveyed our audience last year the results showed that marketers made the best leaders. Marketing is an important issue for our target group,” she said.

“A lot of people talk about branding, but it is something that can easily go wrong,” she added. “Branding is integral to how a company organises itself and is run. It is very much the sole of the organisation and people working in that organisation need to live sleep and breathe it.”

Bedbury claims that senior executives should start to be held accountable for how they influence their corporate brand. “We are seeing companies hold its top executives accountable to brand equity performance, not just financial performance,” he said.

“This is particularly important if companies need to streamline: there are many ways to increase the financial performance of a business in the short-term, but many of these will kill your brand in the long-term.“It takes time to create a great brand, and it is the result of the best product, combined with the best people,” he added.“If these elements are right, the company name becomes loaded with intangible qualities, which ensure it will become a great brand.”

Bedbury will speak at the event alongside political heavyweights including former leader of the Soviet Union Mikhail Gorbachev and former American President Bill Clinton, who will take part in the debate via video cast.

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