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Book Launch - 'THE Enduring Strategic Brand' by Luc Bardin

11 May 2017, 18:00–21:00 UK Time

Join us at Brand Exchange for book launch of 'THE Enduring Strategic Brand' by Luc Bardin, former Group Chief Sales & Marketing Officer for BP.

In his new book, Luc investigates what it takes to build and grow a Strategic Brand and offers an effective system of 13 vital brand imperatives that empower the enterprise to outperform competitors.

Through candid and unique interviews with over 40 C-suite leaders - as well as ground-breaking forensic analysis of 20 Brands from BMW to BP and Airbnb to TATA – “THE Enduring Strategic Brand” shows that the best performing organisations are built on Strategic Brands.

Please RSVP to join us for a presentation and Q&A session with Luc as he discusses what it takes to grow and sustain a Strategic Brand in our brave new world where disruption is the new normal.

We look forward to seeing you there.


18:00 - 18:30 Registration & Welcome Drinks
18:30 - 19:30 Presentation + Q&A
19:30 - 21:00 Networking Drinks
11 May 2017, 18:00–21:00 UK Time
to be notified of future events


Luc Bardin
Chairman, Strategic Partnering Ltd; Non Executive Director; Former Group Chief Sales & Marketing Officer
BP plc

Since January 2014 and as corporate advisor and non-executive director, Luc Bardin advises blue chip companies, governments and academic institutions on their corporate, brand, marketing and partnership strategies. Luc is a member of the advisory board of the strategic marketing MSc at Imperial College Business School. He is chairman of Strategic Partnering Ltd and the author of Strategic Partnering - remove chance and deliver consistent success, which was published in 2013.  His next book, The Strategic Brand, will be published in 2016.

Luc spent many years in executive roles with BP plc, where he was a group vice president for 12 years, group chief sales and marketing officer, a member of the BP Downstream ExCo, CEO of multiple global businesses and founder of the ‘Strategic Accounts’ division. His career in global business leadership spans 30 years and, alongside BP, he has continuously led global branded customer facing businesses for Burmah Castrol, Hoechst and Pechiney.

He is currently cooperating with Brand Finance to spread the use of their differentiated capability and helping the Working Smart Foundation to support senior marketers who recognize that new mindset and ways of working are necessary to be an outstanding marketing leader today and tomorrow.


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Brand Exchange 3 Birchin Lane London EC3V 9BW UK

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