The 17th annual Brand Finance Global Forum will focus on Understanding the Value of Design, hosted as three one-hour-long webinars with individual speaker presentations and interactive moderated Q&A sessions.
Our second webinar in the series will focus on: The Value of Design to Customers
Previously held as a physical event, in response to the governmental restrictions regarding social distancing to help combat COVID-19, for the first time in seventeen years, Brand Finance will host the Global Forum online. Through effective adaptation of the programme featuring high-profile speakers and engaging topics, we expect to replicate the success of previous Forums on the new online platform, with stimulating discussions and thought-provoking insights. Via a series of live webinars, we will unwrap the issues which affect brands as they aim to leverage design for commercial success.
Design is one of the primary elements of brand identity. Given that the interpretation of a design depends on an individual’s perceptions of the brand, it is important for brands to make effective use of visual tools to strategically position themselves with stakeholders.
However, design is not solely about aesthetics and brand positioning; it is also key to how a product works and how it can be useful to the customer. In an evolving marketplace and during these particularly challenging times of COVID-19, for a brand to stay consistent, yet at the same time current and competitive, it must remain in touch with the relevance of its design to stakeholders, both in terms of perception and practicality.
The Brand Finance Global Forum 2020 will explore these topics to further understanding of how design can attract customers and impact brand value.