From October 24 to 26, Moscow hosted the HiBrand 2008 conference – one of the most prestigious annual events in marketing and branding in Russia. Around 400 delegates from 20 different countries attended presentations from well-known specialists and pioneers in the branding industry including Wally Olins and Michael Peters. They all expressed their unique view on Corporate Branding.
During his lecture, Mr Gaston van de Laar, strategy director at Claessens|Cartils (Amsterdam), covered different aspects of Brand Iconisation and its significance in the development of brand architecture for corporate brands. Starting from the obvious development of the increasing meaning of corporate brands, Van de Laar offered the audience clear handles for the creation of strong corporate branding. Key in his message was that consumers are more and more visually oriented.
Brands, and thus also corporate brands, would be wise to respond to this by developing strong icons: visual symbols that communicate the essence of the corporate brand. Again HiBrand was a successful event for organization, speakers, as well as delegates.
