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Brand vs demand - Kate Pennell, Brand and Communications Manager, IBM, Louise Beaumont, Interim Global Portfolio Director, Logica

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Demand Generation Summit

This presentation focuses on the tension between brand development and demand generation. It looks at whether it’s possible (or desirable) to sacrifice brand for demand. It examines whether demand generation itself can grow brand. And we hear the experiences of IBM and Sage as they successfully combine the two. www.demandgenerationsummit.com

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Brand or Demand. Brand and Demand? Louise Beaumont, Logica Kate Pennell, IBM Steven Elliott, Banner
What is your company’s current marketing priority? i it ? • Increasing positive brand awareness • Generating new name new business • D i i growth f Driving th from existing customers i ti t • Marketing has not been given a clear priority
What is the best way to build a technology brand? b d? • Brand advertising • Positive PR (media and analyst relations) • C Creating social media b i i l di buzz • Providing great customer experience
Brand vs demand - Kate Pennell, Brand and Communications Manager, IBM, Louise Beaumont, Interim Global Portfolio Director, Logica

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Brand vs demand - Kate Pennell, Brand and Communications Manager, IBM, Louise Beaumont, Interim Global Portfolio Director, Logica

  • 1. Brand or Demand. Brand and Demand? Louise Beaumont, Logica Kate Pennell, IBM Steven Elliott, Banner
  • 2. What is your company’s current marketing priority? i it ? • Increasing positive brand awareness • Generating new name new business • D i i growth f Driving th from existing customers i ti t • Marketing has not been given a clear priority
  • 3. What is the best way to build a technology brand? b d? • Brand advertising • Positive PR (media and analyst relations) • C Creating social media b i i l di buzz • Providing great customer experience