Around 40 communicators joined the recent working group meeting on brand leadership, hosted by Carina Hauswald and Niklas Schaffmeister of GlobeOne in Zurich. After four years of running interesting topics for the EACD community, the ambassadors felt it was time to once again set the agenda for the future. EACD ambassadors Lars Bolle and Michael Pietig facilitated the workshop. The 40 participants in the meeting have worked together on defining the leading topics for the future of brand leadership. These will be collated and then distributed amongst EACD members. Next, the ambassadors will use this list of topics to find the most inspiring and interesting speakers for those who are interested in brand leadership. Early 2018 the new Agenda for the Future of Brand Leadership will be published by the EACD.

I delivered the afternoon's opening presentaion, in which I focussed on my professional fascination – understanding the intangible mechanisms between organisations and their audiences. I presented the main findings and insights from the book tha I've written together with Laurens Hoekstra, Future Proof Your Brand.

The next keynote speech was delivered by Nicolas Ziegler, head of global brand management and corporate events at ABB. The company is a pioneering technology leader that works closely with utility, industry, transportation and infrastructure customers to write the future of industrial digitalization and realize value, employing around 150,000 employees. Nicolas talked us through the insights and experiences from their customer-focused, digital-first, people-driven brand transformation journey. A journey that officially began more than a year ago with the announcement of ABB’s next level strategy.

The EACD was delighted with the good level and active participation of the attendees. Thanks also to our working group ambassadors, Lars Bolle, Michael Pietig for organising this meeting.