HiBrand 2008 Corporate Branding

Best conference in Russia of 2007

Registration: www.hibrand.ru, +7 (495) 987-3807, 761-6272

Corporate branding

International Conference on Branding

24-26 october 2008Moscow, hotel Renaissance Moscow

®

< Michael Peters UKMichael Peters and Partners

<Wally Olins UKSaffron Brand Consulting

<Gaston van de Laar the NetherlandsClaessens ProductConsultants

<Rodney WilliamsUSAAddis Creson

<Lars Uwe BleherGermanyAtelier Markgraph

<Leslie PascaudFranceAdded Value Group

<Charlie Stott UKWolff Olins

<Randall StoneUSALippincott

<Keith Wells UKDragon

<Andy Turnbull UKCheckland Kindleysides

<Justus Oehler GermanyPentagram

<Lori RosenwasserUKLandor Associates

Alexey SitnikovRussiaImage ContactConsulting Groupv

Serge Fenenkothe NetherlandsNovocortex v

>Hampton Bridwell

USA BrandLogic

> Andrew Pourtov

RussiaHiBrand

ArtGraphics.ruIdentity

> Robert

Paulmann Germany

CI-IN (СorporateIdentity Institute,

Mainz,)

< Alan Siegel USASiegel + Gale

более 40экспертовмировогоуровня!

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Global Media PartnerGeneral Sponsor

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Official Direct MarketingPartner

Organizer

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Official Internet Partner

General HR Partner

HiBrand Party Partner

Wally OlinsUKChairman of SaffronBrand Consultants of London

The Future of Branding

The world’s most experienced brandpractioner, Wally Olins, discusses fivebig changes that are affecting the wayour world works. He shows howthese are relevant to brands andbranding – providing insights into whatcorporations can do to ensure theirbrand gets even stronger in tomor-row’s world.

HiBrand 2008 Corporate Branding | Session 1 | 10:00-11:30, 24 october 2008

Identity and Personality of Corporate Brand

Alan SiegelUSAFounder, CEOand Chairman of Siegel + Gale

Beyond Identity –Creating a PowerfulCorporate Voice

The report will cover the following top-ics: Defining Corporate Voice; Identi-fying World Class Companies withDistinctive Corporate Voices and whythey are successful; The genesis ofCorporate Voice; How to develop yourdistinct Voice; What benefits can yourealize as a result?

Over the past three decades, Alan Siegel has become one of the best-known figures in the branding business. He has achieved the stature ofboth pillar of the establishment and provocative iconoclast, while build-ing Siegel+Gale, a leading brand consultancy devoted to positioningglobal companies for competitive success. As consultant, author, andcommentator, Alan’s influence extends to advising organizations, suchas 3M, American Express, the National Basketball Association, Cater-pillar, The Girl Scouts, and The New School, creating guides for the WallStreet Journal on understanding financial markets, personal finance, re-tirement, and taxes, and serving on the boards of numerous businessand cultural organizations.

Siegel+Gale is one of the world’s premier strategic branding compa-nies. Since it was founded by Alan Siegel in 1969, the firm has appliedthe art and science of simplicity to create branding programs that havehelped many of the world’s best-known organizations excel. Driven byits philosophy of “Simple is Smart,” Siegel+Gale has led the way inbringing innovation to the corporate branding field. The firm has workedwith an array of blue chip organizations, including American Express,Bayer, Lehman Brothers, Medtronic, Dell, Harley Davidson, Lexus, Mer-rill Lynch, Yahoo!, Caterpillar, Sony, Motorola, the National BasketballAssociation, 3M, Dow, and The Four Seasons Hotel Group.

Wally Olins is Chairman of Saffron Brand Consultants of London, NewYork, Mumbai and Madrid. He is one of the world’s leading practition-ers in corporate identity and branding. He was awarded a CBE in 1999.He was nominated for the Prince Philip Designers Prize in 1999 and re-ceived the Royal Society of Arts’ Bicentenary Medal for his contribu-tion to design and marketing in 2000. He was given the D&ADPresident’s Award in 2003. In 2006 he was given the Reputation In-stitute’s first ever Lifetime Achievement Award. Wally Olins has ad-vised many of the world’s leading organisations on identity, branding,communication and related matters; these include 3i, Akzo-Nobel,Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault,Volkswagen and Tata.

Saffron is a one brand consultancy company working from four loca-tions, with 50 people speaking 10 languages coming from 14 differentnations. They have offices in London, Madrid, Mumbai and New York,working with companies like Akzo Nobel who have just acquired ICI;and Swiss Re, the world’s largest re-insurance company. Saffron istruly international in spirit, so all the offices are staffed mainly by locals.Saffron teams work accross offices – with staff being pulled in accor-ding to their prior experience.

Michael PetersUKFounder and Directorof Michael Peters andPartners, Founder ofIdentica

Creating brands to attract Merger andAcquisition

Michael Peters will speak about howthe branding process can help stimu-late interest in your company and yourbrands, enhancing your profit, and giv-ing a fantastic return on investment.He will outline the brand processesand brand models that lead to in-creased interest from potential buyersand suitors, using Russian and Inter-national case studies to demonstratethe power of branding in building realfinancial value. He will talk about howto make your business more attractiveto merger and acquisition from com-petitors, and how to achieve a moreprofitable sale by building brandsspecifically for re-sale.


Corporate Brand Strategies

Michael Peters’ name is synonymous with graphic design, havingbeen at the forefront of the industry for more than 35 years. His workhas revolutionised the relationship between design and business andhis influence on businesses and consumers has been enormous. Thebrands he has worked on range from Nike to the BBC, via UniversalStudios, Martell, Vodafone, The Conservative Party, British Airwaysand Johnnie Walker whisky. His designs for supermarket packaging,airline identities, retailers, banks and charities have influenced all of usfor the last four decades. He has worked extensively across Europe,the USA and has had a great deal of success with Russian brands too.

Michael Peters and Partners

Rodney WilliamsUSAPrincipal, Head ofStrategy of AddisCreson

Creating MeaningfulBrand Value In Today’sMarketplace

Many studies have validated the im-portance of branding in creating valuein the minds of customers and con-sumers and ultimately driving prof-itable growth. With this recognitionhas come a profusion of new brandinginitiatives, not just for consumergoods, but tied to charities, cities,even politics. If the power and ubiquityof branding has become clear, how tocreate meaningful brands that stand-outs in an increasingly cluttered mar-ketplace is less so. This session willaddress the components of success-ful brand building by examining two ef-fective case studies.

14:30–15:15 | Panel Discussions: How to choose a successful branding strategy thatwould stimulate growth of company capitalisation?Wally Olins (UK), Saffron Brand Consulting, Co-founder, Chairman and CEO Alan Siegel (USA), Siegel + Gale, Founder, Chairman and CEO Rodney Williams (USA), Addis Creson, Principal and head strategist Michael Peters (UK), Michael Peters and Partners, Founder, Chairman and CEO

Rodney Williams leads Addis Creson’s strategy group, bringing morethan 18 years of business management experience to the firm. Frominnovative startup ventures to Fortune 100 corporations, he has ledbrand and general management programs for a diverse portfolio ofcompanies. Most recently, as Senior Vice President of the RobertMondavi Lifestyle Brands, he oversaw the successful turnaround ofWoodbridge, the country’s top-selling domestic wine brand. Prior toRobert Mondavi, he served as Vice President of Marketing for GalileoLaboratories, a pioneering biotech firm, and Chingari, an enterprisesoftware startup.Rodney also led the marketing team behind thelaunch of OnStar for General Motors. The OnStar advertising cam-paign garnered over 30 marketing awards, including the covetedDavid Ogilvy Research Award for Best Consumer Durable Campaign.

Addis Creson is a firm of brand innovators that partners with clientswho have the courage to redefine their business categories and cre-ate positive change in the world around them. The company believesthat mission-driven companies can lead by example and express theirvision through brand experiences. Based in Berkeley, California, AddisCreson resisted the trend of network roll-ups and remained inde-pendent, in both its operations and its thinking.

Hampton BridwellUSAPartner-founder and President of BrandLogic

Creating a highly effective corporatebrand architecture

Aligning brand strategy with businessstrategy: Inside-out view of business– Skills, capabilities, knowledge, or-ganization potential, and growth prior-ities; Outside-in – Customers,segments, markets, emerging oppor-tunities, and competition; Building thebrand platform, architecture and iden-tity (Vision, mission, values, culture;Brand architecture; Nomenclature; Vi-sual identity systems). Aligning the brand with employee be-

haviors, actions and communications;Brand experiences; Executive behav-iors and employee behaviors; Com-munications and messaging; Brandgovernance.

Aligning performance measurementwith brand and business strategygoals; Brand equity value drivers andmapping; Consumer drivers and pref-erences; Financial drivers; Scorecards.


Brand Architecture Optimisation for Increasing ROI

Gaston van de Laar,NetherlandsStrategy Director ofClaessens ProductConsultants

Brand Icons – the visualessence of your brand’sarchitecture

The lecturer will cover the followingpoints: International developments inbranding and packaging design; Iconi-sation; Examples of corporate iconsand their usage; Examples of brandicons and their usage; The value oficons for brand architecture.

Mr. Bridwell is co-founding partner of BrandLogic, an independentbranding consultancy communications firm that provides research,strategy, design, implementation, and management of brand pro-grams. As a partner, he manages client relationships and provides theimplementation teams with strategic direction. His particular area ofexpertise is in advising clients on how to leverage their brand programas an important leadership tool and to achieve their business objec-tives. Mr. Bridwell has 15 years of experience in corporate brandings,strategy, naming, identity, marketing communications, and interactivemedia. He has provided strategic direction for the development andimplementation of branding, identity, and communications programsfor clients such as Avon, BD, Chevron, Engelhard, The Hartford, IBM,JPMorgan, Legrand, Merck, Texaco, Travelers, Wyeth, and Xerox.

For nearly three decades, BrandLogic has been dedicated to buildinglong-term, successful, and productive brand-building relationships withglobal corporations in a range of industries, including information tech-nology, industrials, education, pharmaceutical, energy, consumer prod-ucts, and financial services. Our philosophy is pure and simple: clarityin defining who a corporation is and what it does, and expressing it ina powerful, distinctive manner, while paying meticulous attention tothe details.

Gaston van de Laar is strategy director at Claessens Product Con-sultants (CPC), Hilversum, the Netherlands. After working as an inde-pendent design consultant for various companies, amongst them Shelland Heineken Breweries, he joined CPC in 1996. Van de Laar’s activi-ties focus on consulting international leading companies on strategicbrand design. Furthermore, he regularly gives lectures at renowneduniversities and publishes in leading magazines. He holds a degree inIndustrial Design Engineering from Delft University of Technology.

Claessens Product Consultants, established in 1960, is one of Eu-rope’s first branding & packaging consultants. For over forty-eightyears we have been providing independent, specialist advice with thefocus on the development of brand packaging, corporate identities andbrand personalities, to international companies in the fast moving con-sumer goods sector. Since 2000 the agency is active on the Russianmarket. Clients include leading names in luxury products ranging fromfood and beverage to cosmetics and tobacco.

17:15–18:00 | Panel Discussions: How to use a corporate brand for product brandingmost effectively?Hampton Bridwell (USA), BrandLogic, Founding Partner and President Gaston van de Laar (the Netherlands), Claessens Product Consultants, Strategy Director Oleg Beriev (Russia), Mildberry, Founder and President Andrew Dligach (Ukraine), Advanter Group, Founder, Managing Partner and President

What are we really talking about?

Talking about branding and identityseems so easy – but in many casesthere is a huge gap of understandingbetween agency and client. Filling thisgap means: developing a common“language” and understanding the dif-ferent needs and expectations. Buthow?

HiBrand 2008 Corporate Branding | Session 4 | 09:00-11.45, 24 october 2008

Corporate Design and Corporate Identity

Following his art studies at the Arts Academy Duesseldorf and twoyears on the editing team at Vogue Germany, Robert obtained his de-gree in communication design at the University of Arts and DesignBremen. He worked at different design- and advertising-agencies.From 1998 until 2003 he has been working as Creative Director andMember of the Mangement Board for MetaDesign Berlin. In 2003 hestarted as a CI-Consultant with his own agency “crossbrand”. Theprojects he has been responsible for so far: Audi AG, Intel, AutomobiliLamborghini, Fashion Directory, Suzuki Europe, dmc2, BP and i-mode.In 2007 he has been appointed Professor of Corporate Identity andCorporate Design at Mainz University of Applied Sciences. In 2008 hefounded the “Corporate Identity Institute”, which focusses on ex-ploring and developing new sights on the topic “corporate identity”.

«Corporate Identity» consists of many different areas – and althoughthese different areas belong closely together, they are mainly treatedand developed separately. The main idea behind the “Corporate Iden-tity Institute” is to channelize this aspects and to develop a commonground for discussing and developing a truly integrated process.

Justus OehlerGermanyPartner of Pentagram

Brand implementationand maintenance

Brands are living things. They growand need to adapt constantly. There-fore brand design can never be staticbut need to allow a level of flexibility.To quote a high ranking US brand man-ager: “A brand should be consistent,but not uniform.” In this workshop wewill highlight the importance of brandmaintenance and how this is bestdone in practice, in order to keepbrands looking fresh and alive.

09:45–10:30 | Panel Discussions: How to avoid the most common mistakes madewhile developing and implementing corporate identity systems?Justus Oehler (Germany), Pentagram, PartnerBill Gardner (USA), Gardner Design, LogoLounge, Founder, President and Editor-in-Chief Robert Paulmann (Germany), CI-IN (Сorporate Identity Institute, Mainz, Germany), Professor Marius Ursache (Romania), Grapefruit, Chief Creative Officier

Robert Paulmann,GermanyProfessor for CorporateIdentity/Corporate Designat Mainz University ofApplied Sciences

In 2002, Justus opened the Pentagram office in Berlin. Justus Oehlerproduces corporate identities, publications, environmental design andvisual communication programmes for a diverse array of clients world-wide. Projects have included award-winning work for clients such asthe National Grid Company (UK), the National Portrait Gallery (Lon-don, UK), the World Economic Forum (Geneva, Switzerland), the Mu-seum fuer Film und Fernsehen (Berlin, Germany), the fashion-brandTrussardi (Italy) and the European internet service provider Tiscali(Italy). Current clients include the Philharmonie Luxembourg, OfficeDepot and Villeroy & Boch.He is also consultant to Citibank Europeand the ever growing global airline network Star Alliance, for whom hedeveloped the name and identity. This project involves continuousdiplomatic coordination of a large number of stakeholders interna-tionally.

Founded in 1972 by three graphic designers, an industrial designerand an architect, Pentagram was soon acknowledged as one of theworld’s leading design companies with a reputation for ideas, craft,professionalism and wit. Over three decades Pentagram has consi-stently produced work whose variety and quality have earned the ad-miration of the design industry itself, clients and the public at large.

Andrew PourtovCo-founder and CEO of ArtGraphics.ru, Editor-in-Chief of Identity

Corporate Branding in Russia: New Challenges, New Opportunities

With maturity of the market increas-ing, competition growing, the labormarket rapidly changing and the over-all investment attractiveness oftheRussian market building up, the re-quirements and expectations of com-panies, their clients, employees andother target audiences have changedsignificantly. In his report Andrew willanalyze some illustratory brandingprojects of the recent years and speakabout Russian projects in the field ofcorporate branding and criteria of theirevaluation in the nearest future.


Corporate Branding Practice

Leslie PascaudEuro Director Re-sponsible for Mar-keting Practice,Added Value Group

Using of corporate social responsibility asspringboard for brandgrowth

– Why sustainability is increasingly in-tegrated into marketing strategy– Presentation of 4 responsible mar-keting brand models– Examples of successful and unsuc-cessful sustainable campaigns– A tool kit for developing a respo-nsible marketing platform

Andrew has written many articles about branding in Russian and in-ternational media and is the author of over 30 registered trademarks.He has directly participated in practically all the branding projects ofArtGraphics.ru as a brand strategist, consultant or project manager.Andrew is also the producer of the international conference “HiBrand2008: Corporate Branding”. “HiBrand 2007: Non-standard brand-strategies” was recognized by “Marketing Management” magazineas the best conference of the year in Russia, and HiBrand 2009 willdeal with FMCG branding. Andrew Pourtov has spoken and held mas-ter classes at many Russian and international conferences, exhibitionsand festivals of marketing, branding, advertisement and design. Theseinclude “Brand Design & Brand Experience” in Kiev (2007), “EurasianMarketers Forum” in Moscow (2006), “Marketing in Russia” inMoscow (2006), “Advanced Branding” in Minsk (2007), “Design andAdvertising” in Moscow (2003-2008), “Moscow International Adver-tising Festival” (2004-2008), “Kiev International Advertising Festival”(2004-2008) etc. Andrew has judged several designer contests in Rus-sia, and in 2006 he established Identity: Best of the Best – an interna-tional contest for logos, trademarks, corporate identity and packagedesign. In 2008 the jury of Best of the Best included Brigitte Evrard (co-founder of Pentawards), Stefan Weil (Creative Director and CEO of At-elier Markgraph) and other famous experts.

Leslie Pascaud is currently European Director of Added Value’s Re-sponsible Marketing Practice which she launched in 2006 in recognitionof a market need to reveal the unmet commercial potential for more re-sponsible brands and businesses. Since then she has helped clientslike like Shell, Yara, Monoprix, Dove, Lipton and Danone use sustainabledevelopment as a springboard for innovation and brand building. Priorto this new role, Leslie acted as innovation thought leader for the Groupand ran a range of innovation, positioning and segmentation projectsacross a host of multinational clients.

Added Value offers brand development and marketing insight servi-ces to blue-chip companies across all industry sectors. Everything theydo starts with insight and ends with action, in pursuit of healthy brandgrowth for their clients. Added Value’s approach is individually tailoredto the task in hand, with one important element a constant. That’s theirbelief that people will always choose the brand which makes them feelthe way they want to feel. With a footprint that now extends across 25locations in 15 countries, drawing on the expertise within its global ne-twork, Added Value Group fuses brand marketing, consumer insight, in-novation, and communications optimisation to help solve clients’marketing problems.

12:30–13:30 | Panel Discussions: Experience of collaboration between Russian companiesand international branding agenciesDmitry Yurtsvaig (Russia), Rus-Bank, Vice-president on marketing Ekaterina Ilvovskaya (Russia), IBS, Marketing Director Kirill Obuh (Russia), NBBK, Independent brand consultant Ekaterina Shapochka (Russia), Pricewaterhouse Coopers, Marketing Director

Charlie Stott UKSenior Brand Consultant, Wolff Olins

Reinvention : a new generation of brands?

New consumers, and new thinkingconsumers, want brands to act, lookand feel different. Companies arecompeting and collaborating at thesame time; they need brands to drivebusiness transformation. Brands mustswitch from glossy marketing gadgetsto practical platforms for action, beless about stamps of control and own-ership and more about ideology, be-haviour and involvement. A newgeneration of brand is required. Whatwill this new generation of brands belike; what lessons will they draw on,how will they engage, be imple-mented, and how do you need toreact?


Rebranding

Charlie is a senior consultant at Wolff Olins. He joined in 2000 havingworked as a venture capitalist, economic consultant, managementconsultant before finding his passion brand consulting. Simply, hehelps transform organisations using brand as the driving tool to en-gage management and align resources to a common goal. His clientsspan a variety of sectors but tend to be international in scope and tocluster in the services sector. This includes museums and charities aswell as the more traditional sectors like telecoms and finance.

Wolff Olins is the world’s most influential brand business. It has 180people in London and New York. It started in 1965, and is now part ofOmnicom. In a world of caution and conservatism, Wolff Olins is am-bitious for clients. In a time of anxiety and cynicism, Wolff Olins is op-timistic for the world. It helps clients break away from theircompetitors and become something unique – not one of many but oneof one. It helps clients change the rules, change people’s minds, andmaybe even change the world. Because Wolff Olins is inventive, ithelps its clients be desirably different. Because it is commercially ri-gorous, its clients can own market territory no one else can occupy.Wolff Olins’ experience includes for example Unilever, Beeline, Man-power, GE, Tate, Sistema Telecom and London 2012.

Keith Wells UKDirector, Strategy &Planning, Dragon

Rebranding: revolu-tional change, or evolu-tionary transformation?

Business leaders should use ’brand’as a powerful means of effectingtransformation in their organizations.In times of change, the brand can pro-vide the long-term ambition, the moti-vating force and the unifying elementfor all stakeholders. The key is to en-sure that that scale and rate of changein the organization is matched by thatin the brand. Examples of both ap-proaches show that there is no stan-dard right or wrong way, but is today’senvironment making new demands?

Keith is a director and partner of Dragon, and has been responsible forthe development of many of the company’s approaches and techni-ques in corporate branding. On graduating from Cambridge University,Keith worked as an account director and planner in advertising agen-cies, before joining Landor Associates where he became Director ofMarketing and Consultancy for the European Region. He joined Dragonin 1995, and is now also Managing Director of the Dubai office.

Dragon is the leading independent brand agency in the world. We de-fine, create and deliver brands that transform businesses – at consu-mer, service and corporate

17:15–18:00 | Panel Discussions: Experience of rebranding: what would we changenow if we could?Keith Wells (UK), Dragon, Director, Head of Corporate Branding Charlie Stott (UK), Wolff Olins, Senior Brand Consultant Michael Gubergrits (Russia), BBDO Branding, Creative Director

Lori RosenwasserUKGlobal Director,Brand EngagementLandor Associates


Corporate Brand Leadership


First Persons Branding

prof. Alexey Sitnikov(Russia)Founder and Presi-dent Image ContactConsulting Group

Coaching and Branding:What do they have incommon?

The role of personal branding in devel-opment of a company CEOs consult-ing technologies Strategy of makingstrong personal brand and the ways ofevolution. Why coaching is essentialelement in personal brand-building.

President of the National Academy of Social Technologies, Full Mem-ber of the Academy of Political Science. Member of Free Society ofSocial Technologists (VOST), International Association of Political Con-sultants (IAPC), European Association of Political Consultants (EAPC)and American Association of Political Consultants (AAPC), InternationalPublic Relations Association (IPRA), Public Relations Society of Amer-ica (PRSA) and Counselors Academy, Higher Expert Council of Russ-ian Public Relations Association (RASO). Founder of the Institute ofCommunication Management of the State University – Higher Schoolof Economics. Founder, professor and head of the Department of Po-litical Consulting and Electoral Technologies in the State University –Higher School of Economics.

Image Contact Consulting Group founded in 1989. Full range of con-sulting, PR and market research services Leading company in the fieldof political consulting and election campaigns. Conducted more than400 election campaigns in 70 regions of Russia and CIS countries Par-ticipation in large international projects. 350 successful projects in mar-ket research, public relations, branding, anti-crisis management andorganizational consulting

Lori is the global leader for Landor’s Brand Engagement practice, work-ing with clients to build engagement programs that align their internal or-ganizations and employees to deliver on their brand promise. She is alsoresponsible for the continual development and innovation of the offeracross all Landor offices in the network. Lori brings the benefit of yearsspent working across many aspects of branding – including corporatebrand strategy and identity, internal brand engagement and communi-cations. With Landor since 1993, Lori is very much part of Landor’sglobal community, having led programmes out of the San Francisco,London and Madrid offices. Her clients have included Citi, BP, VolvoTrucks, T-Mobile, BDO, Eli Lilly & Company, Accenture, Lucent Tech-nologies, Visa International and The Body Shop among others.

Currently ’Design Agency of the Year’ Landor Associates is one of theworld’s leading strategic brand and design consultancies. Founded byWalter Landor in 1941, Landor pioneered many of the research, designand consulting methods that are now standard in the branding industry.From brand strategy to action, brand expression to behaviour, our objec-tive is always to transform brands so they attain superior business per-formance, transcending their competitors – and even their categories.With 24 offices in 18 countries, Landor’s current and past clients includesome of the world’s most powerful brands.

10:45-11:30 Panel Discussions: How to launch a new corporate brand internally in anefficient way?Lori Rosenwasser (UK), Landor Associates, Global Director Brand EngagementAndrew Zdesenko (Ukraine), Biosphere Corporation, Founder and President Andrew Litvinov (Russia), Banking Group Life, Vice-president on marketing

12:45-13:30 Panel Discussions: How to improve the relationship of target audiences withthe corporate brand by changing the public image of the first persons in the company?prof. Alexey Sitnikov (Russia), Image Contact Consulting Group, Founder and President Leslie Pascaud (France), Added Value Group, Director responsible marketing practice Vassily Bogdanov (Russia), Marketing Management magazine, Publisher and Editor-in-Chief Zhanna Grinyuk (Belarus), Satio, Founder and President

Internal Brand Engage-ment: Don’t live thebrand, make the brandlive

When everyone in an organisation isresponsible for the brand, it shows.Think of FedEx, Apple, and BP. Theseare the kinds of businesses that canmake the most ambitious brand pro-mises – not just because they have agreat identity, but because every em-ployee is engaged in keeping thosepromises with customers. Fosteringthat kind of internal unity is critical tothe success of any major corporaterebranding programme. To achievethis, internal brand engagement is nota one-time campaign but an ongoingcompany-wide effort. That effort be-gins with brand vision, not as somet-hing vague and purely inspirational,but as a core strategy that must bebrought creatively and spectacularly tolife internally.

Serge Fenenko(Netherlands)Founder and CEONovocortex

Benefits of digital branding

Learn how digital trends change con-sumer behavior, and what impact theyhave on your brand. Discover whatbenefits digital branding brings to yourcompany. Remember what instru-ments of digital branding work andwhat don’t. Be the first to apply thisnew knowledge in your market. Thepresentation is based on real-life casestudies from Western and Eastern Eu-rope. Interaction with the audience isguaranteed.


Innovative Brand Experience

Fenenko started his career by setting up an own business in market-ing of cultural events. Then, he moved to the financial services indus-try, where he managed the Business Development department of theDutch Rabobank. In 2005, he joined the interactive marketing agencyNovocortex. Novocortex is part of the M! Network that bundles inter-active marketing expertise of 14 Dutch companies. In this network,Novocortex is responsible for the internet strategy development andmarketing of new products and services. Serge Fenenko won a num-ber of awards on international advertising festivals, such as GoldenHammer, Golden Award of Montreux and Red Apple. All of them inthe Interactive Advertising category. He studied History in the formerSoviet Union and Business Administration in the Netherlands, andholds an MBA of the Rotterdam School of Management.

Novocortex is the Dutch interactive marketing agency. Novocortex ispart of the M! Network that bundles interactive marketing expertise of14 Dutch companies. In the network, Novocortex is responsible forthe internet strategy development and marketing of new products andservices.

Randall Stone (USA)Senior Partner Lippincott

Developing Branded Environments

Stone will speak on the topic of brand-ing and its relevance to customer ex-perience in the built environment. Hewill talk about what a brand is and isnot, why brand is important, and howretail environments can be broughtinto better alignment with a com-pany’s brand strategy. Using exam-ples from a variety of retail categoriesDixon will also provide insights intohow to focus on a valuable customer,and describe how to establish “expe-rience objectives” and develop designcriteria to help guide the developmentof design ideas and concepts. Infiniti,Nissan, Wal-Mart, McDonald’s, Sam-sung, RadioShack Flagship Store, Citi-zens Bank, Delta Air Lines.

Randall is an architect and consultant with over 20 years’ experiencein retail identity and design, with expertise in retail strategies and cus-tomer experience. His experience in the retail industry ranges fromflagship and prototype store design to concept and planning of mixed-use retail centers and event and attraction-based concepts. Randallhas helped pioneer Lippincott’s sensory branding capabilities, devel-oping signature scents, sounds and tactile expressions for many globalclients. Based in the New York City office, Randall brings a broad un-derstanding of brand and retail strategy, positioning, visual merchan-dising, and retail communications (including environmental multimedia)and architecture/interior design. He has worked with Bertucci’s,Champs Sports, Citizens Bank, Disney, Hyatt, McDonald’s, Nissan.

Lippincott is a leading brand strategy and design consultancy thatblends art and science to create measurable results. Founded in 1943as Lippincott & Margulies, the firm pioneered the discipline of corpo-rate identity. Today, Lippincott works with many of the world’s leadingcompanies, providing an integrated range of brand science, brandstrategy, identity, interactive, retail design and brand managementservices. Lippincott operates from its headquarters in New York Cityand other offices in the United States, Europe, Asia and the MiddleEast

Lars Uwe Bleher(Germany)Managing and Cre-ative Director, AtelierMarkgraph

Dynamic Environments– XXX

Transforming Public Spaces: Illumina-tion:Evolution, The Emperor Makers,SkyArena

De-Materializing Exhibition Spaces:DaimlerChrysler Software-drivenSpace Geneva 2003, Future Zone,Mercedes-Benz IAA 2003, 2007

Creating New (Spatial) Contexts:Sound of Squares, Art|Wheel


Innovative Brand Experience

Andy Turnbull (UK)Principal Creative Director, ChecklandKindleysides

The Power of BrandingCustomer Retail Jour-neys

In an age when consumers are moredemanding many brands are expand-ing beyond the boundaries of the tra-ditional store to create an experiencethat will engage consumers evenmore, providing a tactile experiencethat on-line will never be able to offer.In a series of case studies we look athow we have worked with our clientsand the diverse approaches that canbe used to create a range of environ-ments which attract different con-sumer groups.

Lars Uwe Bleher, Dipl.Ing./M.Arch, Registered Architect has studied atthe University of Stuttgart and in the US. Since 2002 he teaches Designand Digital Design Media at the University of Oregon, Eugene. Since1996 Bleher has collaborated with Atelier Markgraph, Frankfurt as LeadArchitect, Exhibition Designer and Creative Director. In April 2004 hewas appointed Member of the Board responsible for spatial design andbecame design principal in 2005. Lars has designed numerous bench-marking projects for Markgraph – including the Deutsche TelekomShowroom in Darmstadt and LAB.01, the DaimlerChrysler project atEXPO 2000. His work has been published in international design mag-azines such as Frame Magazine and Interior Design and was awardedby various national and international design distinctions.

Atelier Markgraph is a Frankfurt-based creative agency for spatial com-munication. The agency has over 20 years’ experience with major proj-ects in the fields of culture and business, science and society. Inaddition to brands like Mercedes-Benz, Deutsche Telekom and Viess-mann, Markgraph’s portfolio includes cities (Mannheim, Frankfurt) andmuseums (Deutsche Museum, Senckenberg). While globally active,the agency regularly carries out projects in its home town too. Recentexamples include the high-rise projection “SkyArena"and the publicvieing area “MainArena”, Frankfurt’s two flanking projects for the FIFA

Andy Turnbull is the Principal Creative Director at Checkland Kindley-sides one of the largest design consultancies in the UK, he has 18 yearsagency experience, working with leading global companies on a widevariety of brand experiences, from graphic expression to retail, leisureand point of sale initiatives. Andy’s experience has allowed him to workwith international clients such as Coca Cola, VW, AS Watson, Statoiland Virgin. Recent projects have included Sony Ericsson’s first everstore, a new retail concept for Virgin Megastores, brand experience in-stallations for Audi and various projects for Proctor & Gamble’s.

Checkland Kindleysides: We are an independent design company,with a unique culture that has developed and grown over 28 years. Ourcreativity is driven by robust customer, design and market insight andan ability to make things work aesthetically, physically and commer-cially. We’re collaborative by nature, we’ll lead, steer and inspire, butwe’ll also listen. It is this ability that has created many long standing re-lationships. Our offer spans a broad range of design disciplines includ-ing brand identity, graphic, retail, interior and interactive design. Wework in partnership with both local and global brands across a widerange of market sectors. Current clients include Asda Stores Ltd, Boots,Design Council, Dockers, Flogas, George at Asda, Henri Lloyd, KohlerMira, Levi Strauss, Ozwald Boateng, Procter & Gamble, Virgin.

HiBrand Workshop

®

A fantastic opportunity to work guided by the stars of world design and branding has now become real! At the same time as the reports, 12 workshops on design, brand management and communications willbe contected by Addis Creson, Landor Associates, Pen-tagram, Atelier Markgraph, Gardner Design, Brandient,Advanter Group, Grapefruit, Studio Cuculic, Direct Design, Defa Interaktiv, Sahar.

Workshops include a brief theoretical intro-duction (approximately half an hour) and threehours of practical work done by the partici-pants under the supervision of the expert whois conducting the workshop. Participation inthe workshops is granted to every conferencedelegate who paid for the Workshop or Hi-Brand VIP packages. The maximum number ofeach workshop’s participants is limited to 20-30 people.

Registration and payment for workshopsare only available in packages, each of whichincludes two 3.5 hour workshops that takeplace on the same day and deal with one ofthe global aspects of corporate branding.Workshop participants are provided with fourmeals a day and all the necessary handouts.

Those who wish to use their laptops cantake them, but it’s not a requirement. All theworkshops conducted by foreign experts willhave simultaneous or consecutive translationinto Russian.

The letter in the name of the packagestands for workshop type: D – design,M – brand management, C – commu-nications. The number in the name ofthe package stands for the day of theconference when these workshopsare held (1st, 2nd and 3rd).

HiBrand 2008 Corporate Branding | 10:00-18.00, 24 october 2008

Workshop D1

Andrii Dligach (Ukraine), Co-founder and Managing Directorof Advanter GroupAndrii Dligach is Managing director ofAdvanter Group, PhD Economics, as-sociate professor of the InternationalEconomy Chair of the Kiev NationalShevchenko University, co-founder andleading expert of Ukrainian MarketingAssociation, member of internationalprofessional jury of “Brand of year”(Belarus), business-consultant, authorof the 80 publications and 6 books onthe strategic planning, marketing, brandmanagement. Has realized more than400 consulting and branding projects.

Development of the brands’ system stren-gthening strategyWorkshop participants will learn how to:– Formulate the task for corporate brand development depending onvision, strategic objectives of business and the stage of business’ lifecycle – Plan the architecture of the brands’ system of company and definethe role of corporate brand in the system – Choose the optimum brands’ system strengthening strategy

Rodney Williams (USA), Principaland Head of Strategy, Addis Cresonработал директором по маркетингууслуг в General Motors, и был такжедиректором по группе продуктов FirstAid / Medicine/Home Health Care вJohnson & Johnson’s. Родни был чле-ном правления Insight Center с 2004,а сейчас является его Вице-предсе-дателем. Родни Вильямс получилдиплом бакалавра политических наукв Колледже Amherst, а затем закон-чил программу M.B.A. по маркетингуи финансам в Kellogg School of Mana-gement.

Brand Building: A Practical Approach toCrafting An Effective Brand StrategyThe competitive business landscape has rarely been more difficult asit is today. Fast moving markets, rapidly changing consumer involve-ment, globalization and fierce competitors at every turn all serve toraise the stakes regarding the important of crafting an effective brandstrategy.This participatory workshop will cover proven techniques fordeveloping an effective brand strategy. Workshop participants willlearn:– How to structure an effective brand strategy– Thorough understanding of components of brand positioning andhow they can be deployed to create an impact brand image– Applied techniques for enabling colleagues, especially those outsideof marketing, to use, embrace and support brand marketing and posi-tioning


Workshop M1

Cristian “Kit” Paul (Romania)founding partner and Creative Director, BrandientKit is deep-rooted in corporate identitywhile publicly advocating the role ofdesign in business and society . Theworks in his portfolio have won notonly numerous international designawards in international competitionsbut also the daily recognition of fromthe Romanian consumer.

Создание живого фирменного стиля иустановление его связи с рекламнымикоммуникациямиМастер-класс сфокусирован на развитии комплексных визуальныхобразов и механики бренда для компаний и продуктов со сложно-стями в дифференциации и стратегиях дифференциации с по-мощью внесения индивидуальности марки посредством дизайна.Участники мастер-класса будут разделены на 4 группы и под руко-водстом Кристиана разработают 4 варианта концепции динамич-ного фирменного стиля, способного органично и эффективноинтегрироваться во все рекламные коммуникации, а иногда и пол-ностью заменять собой традиционную рекламу. В заключение со-стоится обсуждение всех представленных идей и решений.

Bill Gardner (USA), President ofGardner Design, Founder of Lo-goLounge.comBill Gardner attended Kansas StateUniversity and Wichita State Univer-sity where he earned both a BBA inMarketing and a BFA in Design. Aspresident of Gardner Design, hisfirms work has appeared or been fea-tured in Communication Arts, Print,Graphis, New York Art Directors, theMuseum of Modern Art and manyother national and international de-sign exhibitions.

How to Use Cultural Trends for Developingof Corporate IdentityThis Workshop will discuss the importance of understanding the ori-gin of trends to allow us to anticipate and create future trends. We willstart by investigating the significant trends that were established inlogo design over the last decade. Secondly, we will look at the evolu-tion of these trends and the emergence of new trends and how so-ciety has influenced their development. Four fields of focus will includeFalse Motion, True Motion, Transparency, and Embellishment. Finallywe will discuss how we can forecast where identity design will begoing over the next decade. We will explore what the next generationof identity design might look like, smell like, sound like, and how wewill lead in it’s development.

Lars Uwe Bleher (Germany), Managing and Creative Director ofAtelier MarkgraphLars Uwe Bleher, Dipl.Ing./M.Arch,Registered Architect has studied atthe University of Stuttgart and in theUS. Since 2002 he teaches Designand Digital Design Media at the Uni-versity of Oregon, Eugene. Since 1996Bleher has collaborated with AtelierMarkgraph, Frankfurt as Lead Archi-tect, Exhibition Designer and CreativeDirector.


Workshop D2

Designing the space of an exhibition standLars Uwe Bleher will present a in-depth case study of an dynamic environments project and introduce 12 principles of exhibition design.Bleher has developed the principles as part of his research at the Uni-versity of Oregon, USA. The Technische Universitat Darmstadt hasalso adopted the principles for their teaching.The subsequent designcharrette will feature group work and examplary problems to deepenthe knowledge and apply the principles from the first part of the ses-sion.

Brand implementation and maintenanceBrands are living things. They grow and need to adapt constantly. The-refore brand design can never be static but need to allow a level of fle-xibility. To quote a high ranking US brand manager: “A brand should beconsistent, but not uniform.” In this workshop we will highlight theimportance of brand maintenance and how this is best done in prac-tice, in order to keep brands looking fresh and alive. With so much talkand pseudo-science about brands, many brand managers are confu-sed about what to do. They no longer trust their own gut feelings butask brand-specialists for help and end up in expensive, long-wound,process-driven brand development projects which make them evenmore insecure but make their consultants rich. And in the end the vi-sible result, the actual brand design, is often bland and interchange-able.

Stefan Liute (Romania), StrategyDirector of Grapefruit Stefan is co-founder of Grapefruit and,for more than ten years, has createdverbal identities and strategies for cor-porate, consumer and online brands inRomania, Europe, Middle East and theAmericas, and has good knowledge ofcross-cultural issues.Marius Ursache (Romania), ChiefCreative Officer of GrapefruitMarius founded Grapefruit in 1999,after working as a graphic artist anddesigner in mass-media and designcompanies in Romania, UK and US.

How to Turn Brand Management fromStrategy into PracticeFocusing on brand management aspects in the life of a brand, theworkshop focuses on teaching participants how to approach severalcritical processes, giving them valuable insight and tools. You will learnhow to optimize the architecture of your brand portfolio, how to eva-luate creative work (from naming, logo design to package design andadvertising) in a less-subjective way, how to create and maintain abrand management plan for your organization and how to prioritizebrand applications during a rebranding or brand revitalization process,based on cost and duration of implementation.

Lori Rosenwasser (UK), Global Director, Brand Engagement of Landor Associates Lori is the worldwide leader of Landor’sBrand Engagement practice, working withclients to build engagement programs thatalign their internal organizations and em-ployees to deliver on their brand promise.Andrew Welch (UK), Executive Director Corporate Brands, Europe of Landor AssociatesCurrently leading Landor’s CorporateBrands team across Europe, AndrewWelch has spent over 10 years in the con-sultancy’s London, Paris and Madrid offi-ces.

Brand Driven Business Transformation: How brand vision translates into products,processes and peopleLandor Associates invites registered participants to this workshop onhow a brand can transform both your business and the experience pro-vided to customers. The interactive work session will clarify how im-portant it is to think about the brand experience from an end consumerstandpoint in our ever increasingly competitive consumer brand world,then to develop a unique insight into how consumers interact withbrands at various stages of the experience. Successful brands under-stand key moments within their overall customer relationship and le-verage them in a way which allows their brand to build a closer rapportwith their clientele.


Workshop M2

Justus Oehler (Germany), Partner of PentagramIn 2002, Justus opened the Penta-gram office in Berlin. Justus Oehlerproduces corporate identities, publica-tions, environmental design and visualcommunication programmes for a di-verse array of clients worldwide. Proj-ects have included award-winningwork for clients such as the NationalGrid Company (UK), the National Por-trait Gallery (London, UK), the WorldEconomic Forum (Geneva, Switzer-land).

Vanja Cuculic (Croatia), Founder andCreative Director of Studio Cuculic In 2002 he becomes a co-founder ofthe design studio Clinica, and in 2004he forms Studio Cuculic. From 2004 to2007 works as an assistant professorfor Visual Communications at Schoolfor Design in Zagreb.Zeljka Pencinger (Croatia), Art Director of Studio CuculicAfter finishing High School for AppliedArts and Design, in 1998. continuesher education in Zagreb, at School forDesign, Faculty of architecture. At theend of 2004 she begins to work in Stu-dio Cuculic.


Workshop D1

3 methods of creating visually strong logosDividing logos into 3 main groups (imaginative, figurative, monograms)– by using several well-known examples, the participants will get toknow the difference, adequacy and semantics of each of these threeapproaches. By exploring the possibilities of re-branding selected logosthrough other two manners, they will learn of advantages and disad-vantages of a certain example, and get to know how to create theirown visually strong solution for particular project by choosing the rightapproach.

Roman Pavlenko (Russia), CreativeDirector of DEFA InteraktivRoman Pavlenko has worked in DEFAfor 6 years, starting as a designer andmoving on to art direction. He partici-pated in the development of the mostsuccessful and well-known projects inDEFA, receiving awards from interna-tional and Russian festivals. He hasalso worked in Arc Interactive, partici-pating in the launch of Malboro web-site and responsible for the interactivepart of integrated advertising cam-paign for McDonalds, Wrigley. Cllientsinclude Diageo, General Motors.

Analysis of Typical Mistakes of Brand Communications Online AdaptationParticipants of the workshop are divided into 4 groups, one group rep-resents the customers, and three groups – the contractors. Customerswrite brief and contractors make a proposal on the basis of this brief.Then the results are summed up, and the group that coped with thetask best is determined. The workshop participants will learn to un-derstand the specific features of Internet advertisement and obtain anew experience (changing of roles: contractors become customers).

Andrey Fedorov (Ukraine), CEO of Sahar In 2004 together with partners he fo-unded UNITED COMMUNICATIONSGROUP. Since 2005 Andrey lecturesMarketing and Creativity in one of thebest Ukrainian business schools’KMBS’. Andrey is a prize-winner ’Ad-vertising Trace Prize’ (’Sled vReklame’)for personal contribution to the deve-lopment of Ukrainian Advertising Mar-ket. Alexandr Rodionov (Ukraine), Creative Director of Sahar

Creative PracticesThe workshop will be devoted to creativity in business – both in mar-keting and business development strategies. It will unfold the topic ofhow to develop and fulfill creative marketing strategies in highly com-petitive tensive environment. Also – how to incorporate creative andinnovation approach into business as itself.The basis for conversationin auditorium will be in mix of theses and case studies. The list ofcases comprises Ukrainian, Russian and international experiences (ofSAHAR which is successful both un Ukraine and Russia, as well asother strong creative agencies). Auditorium will be interactively invol-ved into creative process both in the presentational and practical partsof the workshop.


Workshop С3

How the Booklets Give Away the Show: An Analysis of Corporate LiteratureCorporate literature is a unique communication vehicle. Four dimen-sion of influence (4 D): narrative, stylistic, tempo-rhythmic and physi-cal. – Increasing the possibility to “give away the show” in corporate lite-rature in comparison with other vehicles – 2D or 3D.– The system of coordination between dimensions and values. Maintypes of dispatch. Variation.– Wonderful effects of combination of dimensions. How could one di-mension enhance or destroy another?– Boundless world of creativity in 4D dimension. Examples in each di-mension.

Leonid Feigin (Russia), Co-founderand Creative Director of Direct DesignThen he received an offer of appoint-ment in “Solo-design” as an art direc-tor, and in 1993 Leonid organizedtogether with Dmitri Perishkov theirown atelier “Direct design”, and con-tinued to be the co-owner and one ofart directors of this company. This stu-dio is among the leaders on the mar-ket of graphical design. Author andcurator of his own course in BritishHigher School of Art and Design.

Reviews of the International Conference on Branding HiBrand 2007 Non-Standard Brand Strategies

The conference HiBrand 2007 “Non-StandardBrand Strategies” was named “Best confe-rence of 2007 in Russia” as one of the mostimportant results achieved in the field of mar-keting and management that year. Accordingto Vasily Bogdanov, Editor-in-Chief of the“Marketing Management” magazine, the bestconference was chosen by many characteri-stics out of more than 60 conferences on mar-keting, branding and management that tookplace in Russia in 2007.

Michael Peters, CEO of Michael Peters and Partners“I think you did a brilliant organisational jobwith the conference and I was so pleased tobe part of the event. I hope that I will have thechance to collaborate with you again in the fu-ture.”

Arne Brekenfeld, Chief Client Officer of Metadesign“I was highly impressed by the professiona-lism and positive attitude of the organisationcommitee and hope that HiBrand will be ansustainable institution for branding in Russiain the future.”

Dominique Specht, Senior Consultant of Interbrand Zintzmeyer & Lux AG“I’d like to say thank you to all of your teamfor the great work. I think this was a great andsuccessful conference and we would be plea-sed to take part in events to come.”

Tatyana Sharaeva, Managing Director of Marketing, Advertising and PR departmentof “Bank of Moscow"“For the first time in Moscow one could seeand listen to so many branding gurus. Each ofthe speakers deserved an attendance for hisreport or workshop. Especially welcome weremany contemporary examples of brandingstrategies and rebranding, with a detailed dis-cussion of each example”

Nikolay Zhavoronkov, Marketing Director of the Moscow office of Jadran Galenski Laboratorij (Croatia) “HiBrand 2007 was a great pleasure for me.The highest level of speakers – world-classstars of branding and design – is an unpre-cented occurence in Russia. Nothing like thishappened before. From my own experienceas well as my conversations with conferenceparticipants and speakers, I may assume thatHiBrand will become event #1 in Russia in thefield of branding and will receive worldwide re-cognition. I take this opportunity to expressmy gratitude to the conference organizers,who are not only solving professional pro-blems, but also give a chance to hundreds ofRussian experts to see and listen to livingbranding legends дают, and facilitate Russia’sintegration into the international branding com-munity”

Advertising portal AdMe.ru“The HiBrand 2007 Conference is literally agrand event – considering both its scale andits importance”

Ken Cato, Co-Founder of Cato Purnell Partners“At the conference HiBrand 2007 representa-tives of agencies, which are best of the best intheir markets, have delivered their speeches.Exchange of information has been very inter-esting, open and honest – this spirit highly en-courages the development of our industry. Ithink that in the future HiBrand will becomeeven better.”

Andrey Litvinov, Senior Vice President of“Probusinessbank”, Life banking group “I think the conference was a definite success– you don’t always have to spoil before youspin! Moreover, I feel that it was the most in-formative and helpful conference I have vis-ited during the last couple of years. Of course,there were some shortcomings in the organi-zation of the event, but I’m sure that in the fu-ture those problems will be dealt with, whenthe next conference is organized. A greatthank you for the organizers, they have actu-ally managed to gather the world brandingelite in Moscow and set a very high standardfor everyone else – keep it up and I’m verymuch looking forward to the next confer-ence!”

Edwin Schmidheiny, Creative Director of Interbrand Zintzmeyer & Lux Moscow “I was very glad to see the variety of presen-tations from the major brand consultancies,and the personalities who presented. For mepersonally, to be connected again to the inter-national community was rewarding. Refresh-ing was also that, beside the big three, therewere some other agencies of internationalscope. As the presentation format was open,it was a good mix of presentations, somemore in-depth then others. We all have verysimilar tools and approaches, and the samerecommendation to the Russian market:branding is not about some quick fix design,but about a serious strategy development as abasis in order to create a sustainable brand.Beside some potential branding clients, thereseem to be a lot of small local agencies, eagerto learn from the big ones. The food was verygood, the party venue excellent. I am lookingforward to next years conference.”

Sergey Minyuk, Director of Vivadesign! studio“I feel this is indeed a landmark event – gath-ering such legends of world design as MichaelPeters, Ken Cato, James Sommerville andmany other outstanding speakers at the sameplace and at the same time sounds almost un-believable. “Almost” is the key word. Greatthat the organizers of HiBrand had enoughcourage and professionalism to make it real.Thank you very much!”

Tariff HiBrand includes:– attending any reports during three days– conference materials on DVD- film about the conference– infopartner materials– four meals daily– participation in HiBrand Party– simultaneous translation of all reports(English/Russian)– WiFi Internet connection in the confer-ence hallsPayment till 30.09.2008 – 1400 euroPayment till 24.10.2008 – 1650 euro

Tariff HiBrand VIP includes: – attending any reports during three days– attending any two four-hour workshops– the most comfortable seats in confer-ence halls– conference materials on DVD– exclusive infopartner materials– film about the conference– four meals daily- participation in HiBrand Party– simultaneous translation of all reports(English/Russian)– WiFi Internet connection in the confer-ence hallsPayment till 30.09.2008 – 2100 euroPayment till 24.10.2008 – 2500 euro

Tariffs Workshop D1, D2, D3, M1, M2, С3include: – attending two four-hour workshops onthe same day– consecutive translation of all workshops(English/Russian)– four meals on that dayNB: Tariffs D1, D2 and D3 include two designand visual branding workshops, tariffs M1and M2 – two strategic and brand man-agement workshops, and tariff C3 – twoadvertising and marketing communica-tions workshops. Payment till 30.09.2008 – 500 euroPayment till 20.10.2008 – 600 euro

DISCOUNTS:– 2 participants from one company – 5%- 3 to 5 participants from one company –10%– 6 to 9 participants from one company –15%– 10 and more participants from one com-pany – 20%– subscriber of Identity magazine (at least8 issues)– 5%– participant of HiBrand 2007 conference –10%All discounts could be summarized.

Registration:+7 (495) 987-3807, +7 (495) 761-6272, [email protected], www.hibrand.ru, Nataly Egorova

hotel Renaissance Moscow

Address to the ParticipantsMany Russian companies make high-quality products and provide excellentservices, but cannot establish them-selves on the market because theydon't have a clear identity, image andreputation. Corporate branding, a com-plicated mix of strategies, brand man-agement, design, communications andcorporate culture, is still a barely ex-plored field in Russia and is present onthe market with only a few successfulprojects. In October 2008 the Identitymagazine will hold a unique three-dayconference HiBrand 2008 CorporateBranding, the participants of which areworld leaders of branding, leadingRussian agencies, as well as owners,marketing directors and top managersof the biggest and most interestingbrands. HiBrand 2007 was named thebest conference of the year in Russia,but the sky is the limit. See you at HiBrand 2008!

Andrew PourtovEditor-in-Chief of Identity

producer of HiBrand 2008

Format of the event:Three days and three evenings of professionalcommunication and sharing of experiences be-tween 400 specialists in the spheres of bran-ding, marketing, design, advertisement andcommunication. The conference agenda inclu-des 9 sessions, 18 reports, 6 round tables andpanel discussions, one press conference, 12workshops, two cocktail parties and the HiB-rand Party.

Speakers:All 40+ speakers of HiBrand 2008 are profes-sionals of the highest level, representing theleading world and Russian brand, consulting,advertising, communications agencies, as wellas top managers, marketing, PR, and brand di-rectors of the leading world-famous compa-nies.

Leadership:Our previous conference, HiBrand 2007 Non-strategic Branding Strategies, was named“Best conference in Russia of 2007”. Thischoice was done by editorial board of the ma-gazine “Marketing. Management” among 60branding, marketing and management confe-rences, which took place in Russia in the year2007. Among other conferences, HiBrand2007 was ahead of such events as MarketingDirector Summit, Top Marketing Managementand “Marketing in Russia”.

Participants of the conference:CEO and owners of the companies, marketingdirectors, experts in corporate communica-tions, strategists, art directors, creative direc-tors, advertisers, business and industrial massmedia.

Organizers of conference:"Identity” is the first Russian magazine aboutbranding and commercial design. The missionof “Identity” is the formation of open and civi-lized branding and commercial design marketin Russia. The editorial staff of “Identity” col-laborates directly with the worldwide leadersin the sphere of branding, marketing, designand communication and receives informationfrom them. After the first publication of themagazine (at the end of 2004) the “Identity”magazine was named “debut of the year inRussia” in the sphere of advertisement andmarketing. In 2005 “Identity” was nominatedfor the competition “Brand of the year/ EFFIE”in the category “Mass media”. In 2006 “Iden-tity” joined the international ICOGRADA De-sign Media Network and since the beginningof 2007 it is published in two languages: Rus-sian and English.

Contact information:"ArtGraphics.ru” LLC, tel +7 (495) 987-3807,761-6272, fax: (495) 987-3807Post address: 125475, Moscow, p.o. box 3

Producer of HiBrand 2008 Corporate Branding Andrew PourtovDeals with: sponsorship, information spon-sorship, speaking at the conference, confe-rence programme and workshops.

Coordinator of HiBrand 2008 Corporate Branding Nataly EgorovaDeals with: sponsorship, information spon-sorship, participating in the conference as a vo-lunteer, accommodation for non-residentguests in Moscow.

Documents

HiBrand 2008 Corporate Branding