09.30 - 17.30 EST
Now in year four, the IAA Global B2B Brand Summit has been at the heart of a movement in B2B to leverage and up-level the role of brand as a driver of business impact and value. The momentum is palpable, just as the challenges to achieve this end are stubborn. The 2025 Summit leans into both: why the momentum is present, why the challenges persist, and how to take the next step forward. Join leaders from across the B2B for an electrifying dive into the future of brand in B2B, replete with new research, fresh insights and the growing community of brilliant brand marketers only the Summit convenes.
Hugo Hensley, Valuation Director at Brand Finance, joins the programme to discuss B2B’s New Brand Manifesto:
Is the role of brand in B2B fundamentally changing? From corporate positioning, visual identity, websites and, yes, our beloved brand manifestos, is brand now being re-framed as a full-funnel driver of distinction, commercial impact and growth? The clear answer is yes. With brands well known to buying groups at the start of a process 20X more likely to prevail, brand’s role now is to drive mental availability, category fame, buying group consideration and buyability. From brand through demand, from greater brand valuation to higher enterprise valuation, now is the time for a new brand manifesto in B2B – a manifesto about the multidimensional effects of a strong brand.
The International Advertising Association is a global association that represents all areas of the marketing and communications industry.
The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.
The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.
Hugo Hensley is an expert in the business of sport and sponsorship, and has led Brand Finance’s services in this area for 4 years. Hugo has worked with the likes of Liverpool FC, Real Madrid, and Mercedes F1 to help them understand the value of their brands and calculate the value they create for partners through sponsorship. Hugo leads Brand Finance’s research studies into the value of sporting brands around the world, and the fan research studies that form the foundation of these insights.
Hugo has contributed insights and commentary to print and broadcast media, as well as podcasts and industry journals, including The Economist, Bloomberg, BBC World News and WARC (World Advertising Research Centre). Hugo has lectured on the business of sport, branding in sport, and sponsorship return on investment at EmLyon Business School and UNSW Business School.
Hugo qualified as a chartered accountant with Brand Finance, after graduating from Oxford University with a Masters in Engineering.