Workshop Schedule

Schedule

08:30 to 09:30 Registration. Refreshments available.

09:30 to 10:00 Welcome by Professor Ged Watts, Director of the International Business School.

10:00 to 11:00 Place branding islands: bridging gaps, Robert Govers
Robert Govers is the Visit Flanders Chair in Tourism Management at University of Leuven in Belgium. He is a co-author of the recently released Place Branding book with Palgrave-Macmillan. Robert will describe his general philosophy about place branding and will share his research experience of branding regions, using Flanders, Dutch Zeeland, Dubai and Wales (all, in some way, islands in their own right) as case studies. Robert will also discuss the potential gaps that can emerge between identity, projected and perceived images and what can be done about it.

11:00 to 11:30 Break

11:30 to 12:30 The implementation of an island brand,Alistair Audsley

Alistair Audsley is an entrepreneur and consultant. His consulting firm, Truly Consulting, specialises in developing brand identity for small states and nations. In his presentation, Alistair will discuss front-line implementation issues and he will use Freedom to Flourish as a case study.

12:30 to 14:00 Lunch

14:00 to 15:00 Rhetoric, reality, reputation – new challenges for small states,Tim Cullen

Tim Cullen is an Associate Fellow at the Saïd Business School, Oxford, Executive Director of the Small Countries Financial Management Centre, and a Commissioner on the Isle of Man's Financial Supervision Commission. Tim will discuss the reputational challenges faced by small states in light of the global financial crisis.

15:00 to 15:30 Break

15:30 to 16:30 The future of branding,Wally Olins

Wally Olins is one of the world's most respected and experienced practitioners of corporate identity and branding. Currently the Chairman and co-founder of Saffron Brand Consultants, he has worked with a number of countries on branding issues, among them Portugal and Poland. Olins is the author of several books, including the seminal Corporate Identity and Wally Olins' On Band, both published by Thames and Hudson. He has also been Visiting Fellow at Said Business School in Oxford and the London Business School, and Visiting Professor at Lancaster University and Copenhagen Business School. He was awarded a CBE in 1999.

Wally Olins will discuss five big changes that are affecting the way our world works. First is the increasingly multi polar world in which we all live. A world in which the traditional hegemony of western Europe and north America over cultural and social trends has ended and brands from newly emerging world powers with completely different cultural and social backgrounds are becoming a major influence. Second is the new spirit of the times in which CSR is no longer optional and conspicuous compassion will replace conspicuous consumption. Third on Wally's list is the new role for corporations beyond making money for their shareholders. Fourth is what Wally calls the digital spaces and how they facilitate two way conversations between a brand and its stakeholders. Finally, Wally speaks about the sense of place that surrounds many of today's great brands and what role the country of origin effect plays in this.

16:30 to 17:30 Plenary Session

17:30 Workshop closes