How to create a strong B2B brand - discover the program

On Wednesday 24 October, Forte welcomes B2B professionals to its first Brand Value Discovery event, organized at a very inspiring venue: the Tech.Lounge in Brussels.
Participants will be treated to inspiring presentations from branding experts, business leaders and HR leaders. There are also three parallel sessions where three famous marketing communication agencies will reveal a recent B2B branding case.

Keynote - The Brand Management Staircase

As an ambassador of Industry 4.0 and the transformation processes needed for a successful shift, Forte invited Rik Riezebos (Brand Knowledge Institute EURIB in the Netherlands) to talk about the Brand Management Staircase (BMS) that will help managers to take the right branding decisions step by step. One of the statements that will be brought forward is that a B2B brand often provides more value to the own staff and employees than to (potential) customers.

Case 1 - Thermo King - Crowning the king: how to become the leader that leads

Many brands are brimming with potential, but few can truly bring it out. David Weyns, creative strategist at B2B agency BBC, explains how they helped a leader in refrigerated transport live up to its name and its positioning. Step by step. With many valuable lessons along the way.

Case 2 - Greenyard - How brand architecture paves the way for future success

Greenyard was a mixture of 4 brands: UNIVEG, Pinguin, Noliko and Peltracom. The assignment for GRAMMA was to create unity within this fusion company, however with respect for the diversity of the different divisions. Bart Van Cauwenberge, Partner at GRAMMA will reveal us the process of how Greenyard Foods became Greenyard. And why the company names disappeared and new division names were born: Fresh, Frozen, Prepared and Horticulture.

Case 3 - Etex - How to transform a holding into a branded company with a strong purpose

Many B2B companies are just selling products or services. Some are already selling solutions. Wolf Florizoone, Managing Director at Gutzandglory will explain us how they helped Etex to move from a product oriented holding into a branded company with a clear purpose and a simple brand structure. Nowadays the company is driven by a people-oriented philosophy and acts accordingly, in a responsible, safe and sustainable way.

Discover the full program

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