Squaring the Circle

​You've heard the theory. Now stress-test it.

​Following Alistair Ross's Reshape Session on why short-term performance and long-term brand growth aren't the opposites they're made out to be, we're opening the floor. This is a facilitated roundtable, bring your scepticism, your budget constraints and your own campaign war stories.

​Discussion points:

• ​Who owns brand/branding in your organisation? Which parts of the brand/branding are useful and which are simply brand-cuffs?

• ​How much neuroscience and behavioural economics goes into your marketing communications or those of your competitors?

• ​Is your brand in the day one consideration list for many prospects or are you fighting for awareness against competitors with greater awareness?

• ​Do you have separate budget for building brand awareness to drive efficiencies in demand generation programmes or is demand generation tasked with raising awareness as well as educating and driving demand too?

​No slides, no pitch – just a room of B2B marketers working out what Competitive Creativity® actually means for their own budgets.

​Session hosts: Alistair Ross, Creative Partner & Co-Founder, LogicLogicMagic & Sinead Woodley, Managing Partner & Co-Founder, LogicLogicMagic