ABOUT Join us in Milan, October 5th for the 2018 #theculturefactor conference. This year, we have brought together an exceptional lineup of experts from industry, academia, and (supra)governmental institutions who will share their wisdom on the importance of culture for brands. Through interactive sessions, keynote speeches, enlightening talks and case studies, our experts will discuss the effect of culture on Trust, Reputation, Consistency, CSR, Organisational Culture, Design and more aspects of what it takes to be a successful truly global brand. Meet experts, discuss and reflect on the issues; and if you cannot make it, join us on Twitter with #theculturefactor hashtag and tweet to us @HofstedeInsight.

1. #TheCultureFactor
The Power of
Culture-led Brands
Mediobanca Conference Room,
via Filodrammatici, 3
MILAN
October 5, 2018
Conference

2. 8:45-9:00
REGISTRATION AND SIGN-IN
9:00-9:15
WELCOME AND OPENING
Egbert Schram, CEO Hofstede Insights
9:15-10:00
YOUR PERSONAL BRAND:
PRESENT IT LIKE A LOCAL
how to build trust from day one
Jean-Pierre Coene, Hofstede Insights
Tatjana von Bonkewitz, Hofstede Insights
10:00-10:15
THE IMPORTANCE OF CULTURE
Alessandra Mazzei, President of The Geert
Hofstede Consortium, Associate Professor,
IULM University
Roberto Razeto, Director of International
Affairs, IULM University
10:15-10:50
LEADING BY REPUTATION
the impact of country reputation on corporate
reputation
Diego Gilardoni, Hofstede Insights
10:50-11:05
COFFEE BREAK
11:05-11.40
WHY WE TRUST?
the link between trust, culture and evolution
Paulo Finuras, Ph.D., Hofstede Insights
11:40-12:15
BRAND STORIES
Martin Karaffa, Hofstede Insights
12:15-12:50
THE HIDDEN CUSTOMER
empower your employees to co-design their working
experience within the perimeters of the brand values
Lalita Lee, Senior Consultant, MIDA
In the 8th edition of #TheCultureFactor conference we will explore
the impact culture has on brands and how you can harness the
power of #TheCultureFactor for the benefit of brands and
customers alike.
For more information on this year’s #TheCultureFactor conference
go to www.hofstede-insights.com.
#TheCultureFactor
Conference

3. 15:00-15:35
GLOBAL BRANDS AND THE
“MERCATOR PROJECTION”
solving the perpetual imbalance of global scale and
local relevance
Prajat Khare, Agency leader, Mediacom
15:35-16:00
COFFEE BREAK
16:00-16:45
PANEL DISCUSSION
the power of culture-led brands
Moderated by: Divya Susan Varkey, Hofstede
Insights
with Valerie Servant, Egbert Schram, Prajat
Khare and Paulo Finuras.
16:45-17:00
CLOSURE
12:50-13:50
LUNCH
13:50-14:25
KEYNOTE SPEECH
corporate responsibility, strategy and brand
Angelo Failla, Director of the IBM Foundation
Italy and IBM Italy Corporate Citizenship
Manager.
14:25-15:00
CULTURAL INTELLIGENCE
read the context
Dr. Elizabeth Tuleja, Ph.D., Hofstede Insights
Bilal Ojjeh, CEO careernomics
#TheCultureFactor
Conference

4. #TheCultureFactor
Conference
prajat khare
Europe Business Leader, Media-
Com and Agency Leader, Twen-
tyFive Communications GmbH &
Co. KG.
jean-pierre coene
Associate Partner of Hofstede
Insights
Author, International Sales and
Negotiations Expert, Consultant,
Trainer.
angelo failla
Director of the IBM Foundation
Italy and IBM Italy Corporate
Citizenship Manager.
paulo finuras
Associate Partner of Hofstede
Insights
Executive Director, Associate Pro-
fessor, Fellow Researcher, Author,
Consultant.
diego gilardoni
Associate Partner of Hofstede
Insights
Keynote Speaker, Author, Interna-
tional Consultant, Trainer.
divya susan varkey
Associate Partner of Hofstede
Insights
Trainer, Consultant, Lecturer,
Master of Ceremony.
tatjana von bonkewitz
Associate Partner of Hofstede
Insights
Coach, consultant, facilitator,
trainer, storyteller.
elizabeth tuleja
Associate Partner of Hofstede
Insights
Author, Professor, Consultant.

5. #TheCultureFactor
Conference
martin karaffa
Associate Partner of Hofstede
Insights
Communications Strategy and
Branding Consultant.
lalita lee
Designer & Consultant in Customer
Experience & Business
Transformation, MIDA.
roberto razeto
Director of International Affairs,
IULM University.
alessandra mazzei
President of The Geert Hofstede
Consortium
Associate Professor of Corporate
Communication, IULM University.
michael siller
Associate Partner of Hofstede
Insights
Leadership/ Executive Coach and
Consultant.
bilal ojjeh
CEO careernomics
Entrepreneur, Speaker, Investor.
egbert schram
Group CEO of Hofstede Insights

6. #TheCultureFactor
Conference
More information and registration:
info@hofstede-insights.com
www.hofstede-insights.com/theculturefactor-2018
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