12:30-13:05 Eastern Time
The 2023 ANA B2B Marketing Conference will shed light on practical applications and strategies along with a foundational approach to addressing these challenges, such as adapting to ever-changing buyer behaviour, achieving differentiation, and implementing creative marketing strategies.
Laurence Newell, Managing Director, Brand Finance Americas and Alfred DuPuy, Brand Finance North America's Valuation & Strategy Director will be presenting The Sustainability Gap: Greenwashing vs Greenhushing.
Ever wondered about the financial implications linked to sustainability perceptions for top global B2B brands? Join us to uncover the astonishing truth: millions of dollars hang in the balance for the world's largest B2B brands if sustainability perceptions stray from their actual performance. We'll dive deep into the intriguing paradox of greenwashing, where brands tiptoe on a tightrope, risking the overstatement of sustainability claims while preserving consumer trust. Additionally, we'll explore the lesser-known concept of greenhushing, where brands potentially hide their commendable sustainability efforts. All of this is designed to unravel the multifaceted world of sustainability and provide you with actionable strategies to flourish in this ever-evolving landscape.
Join Brand Finance at the 2023 ANA B2B Marketing Conference. Find out more and register today here!
Laurence is a brand specialist and consolidated marketing services business developer with 26+ years of experience directing client engagements in brand-building disciplines encompassing valuation, B2B and B2C research, strategy, corporate identity, and packaging across numerous sectors and markets. With experience throughout Latin American and North American markets, Laurence serves as Executive Chairman for the Americas Region of Brand Finance, the world’s leading brand valuation and strategy consultancy.
Laurence is a frequent contributor on marketing and branding topics in media outlets such as Bloomberg, and The Drum. Laurence is a representative for Mexico before the ISO Technical Committee responsible for reviewing the creation of a transparent, reconcilable, and repeatable approach to brand valuation, ISO 10668 on Monetary Brand Valuation, and participates in the US Marketing Accountability Standards Board (MASB), with Brand Finance.
Laurence holds an undergraduate degree from Southern Methodist University and a postgraduate degree from the University of Miami.
Alfred is a brand specialist with over 20 years of experience leading client engagements across research (qualitative and quantitative), analytics, insights, strategy, brand architecture, valuation, modeling, and return on investment. His work spans a wide variety of sectors, markets, and geographies.
As Managing Director for North America, Alfred leads new business development, manages key client and senior leadership relationships, leads project teams, and helps extend Brand Finance’s analytical capabilities into deeper strategic insight. He is known for developing innovative techniques to address complex brand challenges and has led cross-functional teams of researchers, strategists, designers, architects, and naming specialists.
Throughout his career, Alfred has worked with clients in financial services, telecoms, industrials, manufacturing, logistics, automotive, retail, hospitality, higher education, and the not-for-profit sector. One of his earliest and most memorable projects involved pioneering a new segmentation approach to support John Deere's brand strategy and identity refresh, one of his favorite boyhood brands.
Alfred has provided expert commentary on brand valuation and the role of brand as a business asset on various media channels and news programs.
