Brand Leadership

In today's world, brand management is facing an increasing number of new challenges.

Brand Leadership: Best Practice Exchange in Positioning and Rebranding

Wednesday 07 June 2017
Working Group Meeting

Time: 15:00-19:00
Venue: ING, 8-10 Moorgate, London EC2R 6DA

We are pleased to announce our Working Group meeting on Best Practice Exchange in Positioning and Rebranding. Two expert speakers will present case studies drawing on their first-hand experience as in-house communicators.

About our speakers

Axel Löber, Head of Corporate Branding & Strategic Communication Projects, Merck

Axel will speak about "Vibrant Rebirth - The transformational rebranding of Merck, the world's oldest pharmaceutical and chemical company."

Axel Löber is Head of Corporate Branding and Strategic Communication Projects of German science and technology company Merck. He led the company’s transformational rebranding in 2015 and is responsible for the current global brand campaign #catchcurious ( Before joining Merck in 2011 he held corporate and financial communication positions at pharmaceutical wholesaler and pharmacy operator Celesio, and strategic communications consultancy Hering Schuppener.

Lars Bolle, Vice President Group Brandmanagement, DER Touristik, and Brand Leadership Working Group Coordinator

Lars will speak about “From old to new economy – how brand driven change fosters the transformation within a traditional tourism company.”

Following the recent launch of a complete new brand system, Lars currently focuses on the establishment of the new brand/brand system and the brand management structures. Prior to taking up this position at the beginning of 2013 as ‘Head of Brand Transformation’, Lars was the central counterpart for the adaptation and implementation of the CI/CD within Deutsche Telekom globally.

Event programme

·         1500-1530 Registration & Reception

·         1530-1545 Opening & Welcome

·         1545-1645 Lars Bolle

·         1645-1700 Break

·         1700-1800 Axel Löber

·         1800-1900 Drinks & Networking

Special thanks to ING Bank for providing the venue and catering. This event is free of charge compliments of the EACD but please register to secure your place.

Our Working Group Advisor Marc Cloosterman, CEO of VIM Group looks forward to welcoming you!