Brand Finance at the World Economic Forum 2026, Davos

Justin Trudeau’s tenure as Canada's 23rd Prime Minister coincided with a period of unprecedented global challenge and change.

After leading the third-place Liberal Party of Canada to a historic majority government in 2015, Trudeau set about delivering an ambitious agenda that included appointing Canada’s first gender-balanced cabinet, lifting more than 435,000 children out of poverty through the Canada Child Benefit, launching a national $10-a-day childcare program, advancing Indigenous Reconciliation, and taking robust action to fight climate change, including through policies that attracted investment in clean economic growth and jobs.

Confronted with a series of global economic and security shocks, including Russia’s full-scale invasion of Ukraine and the COVID-19 pandemic, Trudeau worked to address international and domestic issues through bold, decisive action while continuing to deliver on a progressive vision for Canada. The former Prime Minister has amassed powerful insights into societal resilience, high-stakes international diplomacy, the promotion of shared economic growth, and driving meaningful, lasting change.

Before entering politics, Trudeau studied literature at McGill University, completed the University of British Columbia's education program, and spent several years teaching in Vancouver. He also served as the Chair of Katimavik, on the board for the Canadian Avalanche Foundation, and as an advocate for youth and the environment, taking part in events and conferences around the country.

Trudeau has received numerous international awards including the Atlantic Council's Global Citizen Award, National Geographic's Planetary Leadership Award, and Rotary International's Polio Eradication Champion Award. The proud father of three, Trudeau delivers presentations that combine pragmatic governance insight with an inspiring vision for stronger communities.

Alexandre Edelmann was appointed as Head of Presence Switzerland in November 2022. He previously held various positions in the Federal Department of foreign Affairs (FDFA) public diplomacy unit, which is responsible for promoting Switzerland's image abroad. As a member of the management board since 2016, he was in charge of the Marketing & Campaigns team.  

Based on the objectives defined by the Federal Act and the Federal Council's international communication strategy, Alexandre Edelmann and his team developed a public diplomacy and marketing approach for the physical and digital platforms of Presence Switzerland, for the external network and for external partnerships. In collaboration with various actors, he has produced thematic campaigns, such as swisstech or finance.swiss, which are among the key tools that strengthen the perception of Switzerland in strategic areas.  

Before joining the FDFA, Alexandre Edelmann operated at the Montreux Jazz Festival, where he was Head of Creative Content, Brand & Development until 2012. In this role, he contributed to the redefinition of the brand strategy of this world famous music event, as well as to a new content and distribution strategy.  

His skills lie in the areas of soft power, marketing, complex project management and creative direction, with a cross-functional results-oriented approach. 

Kumar IYER is the United Kingdom's Ambassador to the United Nations, WTO, and other international organizations in Geneva. He previously served as Director General for Economics, Science and Technology at the Foreign, Commonwealth & Development Office (FCDO), and has served as British Deputy High Commissioner to India and HM Trade Commissioner for South Asia and held key strategy roles at the Prime Minister's Strategy Unit and HM Treasury. His career spans the public, private and academic sectors, including positions at The Boston Consulting Group, Oliver Wyman, and as a Senior Adviser at Clifford Chance. Kumar was a Visiting Fellow at Hertford College, University of Oxford and a Teaching Fellow at Harvard University.

Tshilidzi Marwala is the Rector of the United Nations University and an Under-Secretary-General of the United Nations. He holds a PhD in Artificial Intelligence and Engineering from the University of Cambridge and a Bachelor of Science in Mechanical Engineering from Case Western Reserve University. His research spans the theory and application of artificial intelligence across engineering, healthcare, economics, and international relations.

Previously, Professor Marwala served as Vice-Chancellor and Principal of the University of Johannesburg, where he led major initiatives in research development, digital transformation, and student success. His leadership and scholarship have contributed significantly to global debates on AI governance and the societal implications of emerging technologies.

He is the author of 30 books and holds five patents registered in multiple jurisdictions. He is a regular participant in international policy and academic forums on artificial intelligence and technology governance. He is a Fellow of several leading academies, including The World Academy of Sciences (TWAS), the American Academy of Arts and Sciences, the Chinese Academy of Sciences, the African Academy of Sciences, and the Academy of Science of South Africa.

As the Chairman of Binghatti, Muhammad Binghatti spearheads the UAE’s leading property brand. The company is renowned for developing properties that boast sheer architectural prowess, and operates with an investment value of AED 80 Billion spread across a portfolio of numerous prime projects in Dubai. Binghatti is the first real estate developer in the world that has formed partnerships to develop branded real estate projects with global luxury brands, such as Bugatti, Mercedes-Benz and Jacob&Co.

Daniel is the Chief Communications Officer of Group Communications at DP World. He is accountable for building and delivering the Group’s communication and brand strategies, alongside managing stakeholder communications across DP World Group and across all communications disciplines. Daniel also advises DP World's Group Chairman and CEO, as well as the global leadership team, on all communications and brand-related matters.

Daniel is a seasoned communications specialist with a wealth of international experience spanning over 20 years across Europe, the Middle East, the Americas, and Asia. He has worked in various markets and industries including Energy, Oil and Gas, Medical, Retail and Technology. Prior to joining DP World, Daniel worked for Royal Dutch Shell for 17 years as a communications specialist, advising on corporate brand-building, reputation management and internal and external communications. He has served as a Non-Executive Director in the Communications industry.

Daniel has a BSc in Science from Victoria University in Wellington in New Zealand. He is a Dutch national, but has spent 12 years in New Zealand, and the last 18 years in the UK.

Doro began working in the sports business and built over 20 years of experience in the Financial Services and Telecommunications sectors, with roles at Allianz, Telefónica Germany & O2, and Deutsche Telekom. Expertise in brand mgt., marketing, and global partnerships, consistently combining brand and business with a passion for driving joint value creation in global companies.

Matt Dennington is Co-Chief Commercial Officer (Partnerships) at McLaren Racing, a pillar of the commercial leadership team.

Following six years as a professional cricketer, Matt joined Red Bull in the UK to lead their Athlete Marketing and Sport Partnerships. Matt was responsible for leveraging top talent around cultural sporting moments such as the Olympics, The Ashes, and World Cups in Cricket, Football and Rugby Union, through fully integrated marketing campaigns.

In 2012, Matt joined Just Marketing International (JMI), a global leader in motorsports marketing, to maximise Diageo’s investment in Formula 1. In 2015 JMI were acquired by CSM Sport and Entertainment where Matt held the post of Head of Client Services and Business Development working across a variety of sports and B2C and B2B clients.

Matt joined the McLaren senior leadership team in October 2017 as Group Partnerships Director. Following McLaren Racing’s rapid growth into new series, Matt’s remit has expanded to oversee the retention and growth of partners across all the team’s racing platforms and McLaren Accelerator, a technical services capability exclusively reserved for partners. Also, Matt oversees the team’s licensing and digital functions, responsible for delivering brand growth through a holistic fan engagement programme.

Feroz Sheikh is the Chief Information and Digital Officer at Syngenta Group, a global leader in agricultural innovation. Based in Basel, Switzerland, he drives the company’s IT and digital strategy, spearheading transformative initiatives to enhance food security, sustainability, and productivity in agriculture.

Feroz has been instrumental in advancing the company’s digital transformation, notably through the development of Cropwise, a digital platform connecting over 180 million acres of farmland worldwide. His leadership extends to Syngenta’s AI initiatives, which empower farmers with data-driven solutions.

Prior to joining Syngenta in 2018, Feroz was an accomplished entrepreneur, having founded and led multiple technology-driven ventures, securing venture capital funding and achieving successful mergers and acquisitions. He also contributed to philanthropic efforts, leveraging digital technologies to make education accessible to children in India.

As a passionate advocate for agricultural data standards, Feroz serves as Chairperson of the Board at AgGateway, a global non-profit consortium of over 200 companies driving digital connectivity in agriculture.

Feroz holds a bachelor’s degree from Delhi College of Engineering and completed the executive management program at the Indian Institute of Management, Kozhikode. His passion for innovation, rooted in early achievements like building a superconductor and a robotic arm in high school, continues to shape his vision for a sustainable agricultural future.

Sam Burns is the Global Chief Marketing Officer of KPMG International with over 33 years of marketing experience in two of the world’s leading professional services firms and has been listed in Marketing Week’s Top 100 Marketing leaders for the last 6 years. Passionate about brand and creativity, Sam credits her success to staying curious, being grounded and retaining the commerciality instilled from a three-year stint in sales at the start of her career. KPMG was one of the first organisations to launch a Trusted AI Framework, achieve ISO accreditation for AI Management Systems and the firm’s “You Can with AI” global marketing campaign has been instrumental in positioning KPMG as a leading advisor in the AI space.

Jayesh has been with the company for over twenty years and took over as the Group CFO on 1^st April 2024.

As the Group CFO, Jayesh is responsible for corporate finance & treasury, business finance, taxation and financial planning, analysis & reporting. He cultivates and manages Infosys’ strategic relationships and communications with shareholders and the investor community. He is also responsible for mergers & acquisitions, infrastructure and facilities management.

He also champions the company’s Environmental, Social and Governance (ESG) agenda, ensuring that ESG is at the heart of Infosys’ strategy to achieve profits with a purpose.

Prior to taking this role, Jayesh was the Deputy CFO of the company. He has played a pivotal role in the various financial transformations that the company has undergone over the last few years

Jayesh has over 25 years of experience across a wide spectrum of finance functions. He has also played variety of roles at Tishman-Speyer, Rediff.com, Mu Sigma and KPMG. Jayesh is a Chartered Accountant, Cost Accountant and holds a bachelor’s degree in commerce from Mumbai University, India.

David is the Chairman of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, New Zealand Story, and Cape Town Tourism.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.

Mike is a global authority on brand economics and valuation, with extensive experience of helping businesses grow by maximising the value creation potential of their brands.

He has over 20 years of experience across a wide range of branding challenges, leading assignments on brand-led growth, brand-related cost savings, brand-based negotiations and transactions, and expert witness work for disputes.

His experience of leading teams of analysts on the evaluation of brand strength and value for the world’s most valuable brands gives him unique insight into the factors that drive brand success globally.

Prior to joining Brand Finance, Mike was the global lead for the brand economics practice at Interbrand. He has a broad range of experience across many sectors, with clients including Allianz, AXA, British Gas, BUPA, Ericsson, Goldman Sachs, Hertz, Hyundai, Kia, Mastercard, Orange, PayPal, Samsung, Standard Chartered Bank, Virgin, among others.

Mike studied Economics at Cambridge University and is a Chartered Marketer and Chartered Accountant, having qualified with Arthur Andersen in London. He is a member of the Institute of Chartered Accountants of England and Wales, ICAEW Valuation Group and Chartered Institute of Marketing.

Alex is an all-rounder on all areas of valuation and quantitative market research but is a technical specialist in the assessment on the return on investment of different brand architecture and brand positioning options. Much of this experience has focused on identifying the brand structures, media investment, media mix and distribution channel management needed to minimise risk and maximise opportunity from any brand changes.

His other area of expertise is the use of market research and brand valuation for licensing strategy and transfer pricing having helped to set up brand licensing teams and structures with many clients.

He is a Chartered Accountant, Chartered Tax adviser and has completed the Advance Diploma in International Tax, with a specialisation in Transfer Pricing. He holds a dual degree in Economics and Environmental Policy from the London School of Economics and has completed training in Data Analysis and Marketing Strategy. He has worked internationally across all continents and in most sectors and now manages Brand Finance's teams and client work across Asia and Australasia.

Annie is a qualified management accountant and has worked on Brand and Business valuation projects serving global clients, including Barclays and Shell. She is experienced across of variety of services including brand licensing, research analytics, rebrand uplift and balance sheet valuation. Annie heads up various studies at Brand Finance, including the annual Global Intangible Finance Tracker (GIFT™) and the Brand Guardianship Index. In addition, Annie has conducted research and analysis for the Brand Finance brand rankings, specialising in Banking, Retail and Oil & Gas sectors. Annie has served clients worldwide, with a particular focus on the USA and the Middle East. Annie joined Brand Finance as an Analyst in August 2017 after graduating from The University of Edinburgh with a Masters degree in Philosophy and Economics. She has since completed her CIMA professional qualification.

Paula is a senior leader operating at executive and board levels in the intersection between strategy, branding, and sustainable development with experience in Europe, South America, and Asia. She worked with the British Council both as a consultant and as an interim global brand director, helping to understand and grow the value of their brand. She also worked on strategic and multi-stakeholder engagement programs for non-profits such as the Gates Foundation, Forum for the Future and the Calouste Gulbenkian Foundation.

Lorenzo is experienced in valuation and brand strength analysis, and his expertise lies in brand architecture, portfolio management and brand extension projects. He specialises in the Automobile, Technology, IT and Telecom sectors Lorenzo is a qualifying management accountant, CIMA Adv. Dip. MA.

Savio is an Associate Director at Brand Finance. Whilst at Brand Finance, Savio has worked on a number of national and international projects in Airlines, Technology Media & Technology (TMT). Savio also has experience in assignments for technical purposes including, tax and transfer pricing, legal disputes and business combinations. Recently Savio has been a key member for projects for clients such as; Truphone, Vodafone, Heathrow, and Turkish Airlines.Due to the nature of the projects to which he has been involved, Savio has helped devise and recommend strategies to clients so that they were able to utilise the potential of their brand. This advice could range from how best to license and franchise the brand to alterations in the Brand architecture and portfolio management.Savio has a MEng degree in Electrical & Electronic Engineering with Management from Imperial College London and qualified as a Chartered Accountant with Brand Finance. Prior to Brand Finance he had spells at  Ernst & Young and one of the largest Oil Services Companies.

Scott co-founded Brand Finance China where he is currently Managing Director for the company. Over the years he has led the China team, jointly with the UK headquarters and other international offices branches of Brand Finance, to lay a solid foundation for the Greater China business. Scott is involved in project discovery, pitching, planning, technology input and final delivery across all China related projects, both domestically and internationally.

Scott has more than 25 years of experience in branding and marketing services within China where he experienced the start of Chinese branding from the 1980s after China's Opening Up Policy, and subsequently accumulated rich knowledge and expertise of the Chinese market. In addition to this, Scott has spent over 10 years both studying and working in the UK where he undertook his Postgraduate and Doctoral studies in Finance and Investment. His experience includes financial management and project investment for a world class insurance group and project management for global giants such as State Grid, Apple, Alibaba, Shell and COFCO, etc.

In addition to this, Scott is responsible for the daily management and operation of all other areas of Brand Finance China. He holds thorough expertise in technology, brand valuation and the strategic consulting for brand value growth and it is this unique vantage point of the Chinese market that gives Scott the ability to spot new opportunities and strengthen networks continuously and steadily in the region.