“This annual event supports IAPI’s fervent belief in the value of long-term brand building for the bottom line of organisations. More importantly, our members’ and our client marketers’ understanding of brand goes way beyond customer communications as it permeates every aspect of an organisation including staff culture, customer services, operations and so forth up to the Boardroom”, says Charley Stoney, CEO, IAPI. "The key outtakes from this seminar focused around businesses and leaders keeping up with the pace of change, particularly now while both industry leaders and consumers are in a change mindset. The speakers urged their peers to keep the momentum up with innovation, reinvention and brand stretch but, with the caveat, that everything the brand touches needs to be done in an authentic and transparent way. Sustainability and the numerous touchpoints this has across organisations and the need to communicate business objectives in this area also came out as a strong theme from discussions.”